Influence Science and Practice

For both humans and subhumans, the automatic behavior patterns tend to be triggered by a single feature of the relevant information in the situation. This single feature, or trigger feature, can often prove very valuable by allowing an individual to decide on a correct course of action without having to analyze carefully and completely each of the other pieces of information in the situation.

The point is that the same thing—in this instance, room-temperature water—can be made to seem very different depending on the nature of the event that precedes it.

have recently become impressed by evidence suggesting that the form and pace of modern life is not allowing us to make fully thoughtful decisions, even on many personally relevant topics (Cohen, 1978; Milgram, 1970). That is, sometimes the issues may be so complicated, the time so tight, the distractions so intrusive, the emotional arousal so strong, or the mental fatigue so deep that we are in no cognitive condition to operate mindfully. Important topic or not, we have to take the shortcut.