REJECT COMMON SENSE AND EMBRACE SCIENCE AND REASON In this fourth of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the perils of common sense upon which too many ‘experts’ rely far too heavily. I would argue as strongly as I can that science will always triumph over […]

REJECT COMMON SENSE AND EMBRACE SCIENCE AND REASON In this fourth of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the perils of common sense upon which too many ‘experts’ rely far too heavily. I would argue as strongly as I can that science will always triumph over common sense. Research has shown time and again just how unreliable common sense and while science can never deliver certainty, it will deliver a lot more certainty than common sense – which is all too common. Consider: Common sense suggests to many that lowering price will increase demand when the opposite can as easily apply. Common sense suggests to many that greater the range of choices shoppers are offered the happier they will be, when research demonstrates this is not so. Common sense suggests to many that the more you incentivise an individual, the harder…