bias from Pavlovian association, misconstruing past correlation as a reliable basis for decision-making.
I never took a course in psychology, or economics either for that matter, but I did learn about
Pavlov (google for pavlovian bell)in high school biology. And the way they taught it, you know, so the dog salivated when the bell rang. So what? Nobody made the least effort to tie that to the wide world. Well the truth of the matter is that Pavlovian association is an enormously powerful psychological force in the daily life of all of us. And, indeed, in economics we wouldn’t have money without the role of so-called secondary reinforcement, which is a pure psychological phenomenon demonstrated in the laboratory.
Practically…I’d say 3/4 of advertising works on pure Pavlov. Think how association, pure association, works. Take Coca-Cola company (we’re the biggest share-holder). They want to be associated with every wonderfulimage: heroics in the Olympics, wonderful music, you name it. They don’t want to be associated with presidents’ funerals and soforth. When have you seen a Coca-Cola ad…and the association really works.
And all these psychological tendencies
work largely or entirely on a subconscious level, which makes them very insidious. Now you’ve got ersian messenger syndrome. The Persians really did kill the messenger who brought the bad news. You think that is dead? I mean you should’ve seen Bill Paley in his last 20 years. [Paley was the former owner, chairman and CEO of CBS; his bio is at
http://www.kcmetro.cc.mo.us/pennvalley/biology/lewis/crosby/paley.htm] He didn’t hear one damn thing he didn’t want to hear. People knew that it was bad for the messenger to bring Bill Paley things he didn’t want to hear. Well that means that the leader gets in a cocoon of unreality, and this is a great big enterprise, and boy, did he make some dumb decisions in the last 20 years.
And now the
Persian messenger syndrome is alive and well. I saw, some years ago, Arco and Exxon arguing over a few hundred millions of ambiguity in their North Slope treaties before a superior court judge in Texas, with armies of lawyers and experts on each side.
Now this is a Mad Hatter’s tea party: two engineering-style companies can’t resolve some ambiguity without spending tens of millions of dollars in some Texas superior court? In my opinion what happens is that nobody wants to bring the bad news to the executives up the line. But here’s a few hundred million dollars you thought you had that you don’t. And it’s much safer to act like the Persian messenger who goes way to hide rather than bring home the news of the battle lost.