Our decisions are not rational

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Running Time: 9:08

Date: 01/10/2023

If you want to influence people's behaviour, don't use logic. It doesn't work, says behavioural specialist Bri Williams. Humans are emotional creatures: we're lazy, scared and confused, she insists.

By lazy, she means we're creatures of habit, and so it takes effort to change our behaviour. We’re scared because we don't want to try something different in case it fails. And we're confused, because we don't know where to start. Believing that we’re rational is the biggest of the many behavioural myths that Bri outlines.