100 Things Every Presenter Needs to Know About People

85. People Make Most Decisions Unconsciously

You’re thinking of whether or not to make a purchase of software for your department at work. You do some research online, have some vendors make presentations to you, and talk to people in your industry to see what they use. What factors are most influential in your decision-making process?

In my book Neuro Web Design: What Makes Them Click?, I explain that people like to think that they’ve carefully and logically weighed all the relevant factors before they make a decision. In the case of the software purchase, you’ve considered the features and functionality of the software, the reliability of the vendor, and the pricing of each contender. You’ve considered all those factors consciously, but research ...