Editable Google Slide (CC-BY-4.0)
Traditional economists think of us as of somebody who makes only rational decisions, somebody entirely driven by a brain, calculating optimal utility functions. That’s obviously far away from being true.
A slightly better model would account for the fact that we have two more things on top of (or below?) the brain: 1) a body and 2) a soul.
Our decisions are a result of some arguments between the three of them, strongly influenced by context and chemistry inside us.
This slightly better (but still oversimplified) theory helps us approach designing products, services and communications that trigger more of the driving forces behind people’s decision-making, not just one.
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