Disabled is a far easier task

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Have your feelings about getting vaccinated changed? According to Nobel Prize winner and author of the bestselling book Thinking Fast and Slow, Daniel Kahneman, they should! While the two statistics cited in these examples are mathematically equivalent, the second one produces a vastly different emotional response because of the more vivid imagery it conveys. Picturing 0.001% of anything is a difficult task for our minds. As a result, we tend to underweight the impact of the associated result and the risk appears small.



However, picturing one person like you becoming croatia cell phone number list permanently for your mind. As a result, the imagery, emotional impact, and perception of risk is much greater. The psychological principle behind this phenomenon is known as denominator neglect and its incredible impact applies equally to how you present data and statistics in your business case during the sales process. The impact of Denominator Neglect To highlight this impact of how business case data is communicated, consider another example Kahneman shares.



You have the choice of picking a marble from one of two jars that sit in front of you. If you pick a red marble from the jar you select, you win a prize. While you can’t see inside either jar, I tell you that: Jar #1 contains 10 marbles, of which 1 is red. Jar #2 contains 100 marbles, of which 8 are red. Which jar would you prefer to pick a marble from? Of course, you realize that the chances of picking a winning red marble are 10% in the case of jar #1 and 8% for jar #2.