The Power of Biases

We think we know what motivates us. But we're often wrong about that. We don't act in the way we think we would based on how these variables you're talking about often change. There is an idea from a psychologist at the University of Virginia called Timothy Wilson. He says, we are strangers to ourselves. So if you survey them, if you put them in a focus group and ask them why they buy trainers or beer or go an holiday, they'll give you lots of answers but many of them will be deeply misleading. That's when you see the real power of these biases.