Imperative 3(Continued): Understand that Customers’ Minds Can Be in Conflict with Themselves

  • Colin Shaw
  • Ryan Hamilton


We have explained that thinking needs to change about how emotions relate to business and customer behavior. We have explained why customers are not rational beings, but instead human beings that make their decisions emotionally and then justify them rationally. We have asked you to embrace the irrationality all customers have. We have just shown you how the Intuitive System and the Rational System are different from each other.


Rational System Business Leader Customer Experience Anchor Effect Intuitive Response 
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Copyright information

© The Author(s) 2016

Authors and Affiliations

  • Colin Shaw
    • 1
  • Ryan Hamilton
    • 2
  1. 1.Beyond PhilosophyOrlandoUSA
  2. 2.Emory University’s Goizueta Business SchoolAtlantaUSA

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