The Two Urges That Drive Human Preference

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Scientists say there are two underlying urges that drive our preference. The first urge is that, from an evolutionary perspective, we crave things that are familiar. But then we also have this other urge where we want potential new sources of reward. It turns out that we seek things for the both familiar and things that are novel.

Allen Gannett is the founder and CEO of TrackMaven, a marketing analytics platform whose clients have included Microsoft, Marriott, Saks Fifth Avenue, Home Depot, Aetna, Honda, and GE. He has been on the “30 Under 30” lists for both Inc. and Forbes. He is a contributor for FastCompany.com and has an upcoming book, The Creative Curve, on how anyone can achieve moments of creative genius, coming out in June 2018 from Currency, a division of Penguin Random House. He was also once a very pitiful runner-up on Wheel of Fortune.

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