PR & The Psychology of Human Preferences
People make decisions based on the way choices are presented to them or framed, according to two psychologists who first discovered this some 30 years ago during their investigations into how people make decisions.
Recently, one of them, Yale professor Daniel Kahneman, was awarded the Nobel Prize in economics for the work he and his academic partner, the late Amos Tversky, had been doing since the early 1970s to uncover the psychological roots of the preferences that guide people in making choices.
And PR consultants have good reason to cheer. After all, a lot of what we do is done in the hope of obtaining supportive behaviour from client’s customers, employees and the other …