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Piers Guilar | March 14, 2012
Bjork could be a great psychologist. Read her lyrics to the song ‘Human Behaviour.’ The lyrics make a simple point: we cannot rely on rational, logical ideas to anticipate human behaviour and engage people with brands. The psychologist Gerd Gigerenzer makes this point: In economics, Nobel Prizes are regularly awarded for work that assumes that people make decisions, as if they had perfect information, and could compute the optimal solution for the problem at hand. But, how do real people make good decisions under the usual conditions of little time and scarce information?
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