4min chapter

The Decision Corner cover image

Bringing Behavioral Science into the Real World with Dilip Soman

The Decision Corner

CHAPTER

The Importance of Consistency and Standardization

The model of knowledge creation in modern western science is all about consistency and standardization. But this philosophy clashes with a situation where what we're trying to control is its human behavior. We don't know where to look for them before they crop up and kind of smack us in the face. The tension between precision and utility in the field, i think best resolved by the discipline of testing.

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