I've just started work on a report tentatively titled "How People Choose." I'm interested in studying how technology is influencing user decision processes. My hypothesis is that technology is fundamentally rewiring us so we actually rely more heavily on gut-based decisions than on well-rationalized ones. If you buy Daniel Kahneman's notions of fast and slow thinking (others have called it irrational and reasonable, or emotional vs rational thought), then my theory is that people are outsourcing more and more of their rational decisions to technology. This means, that what is left for most of us is a heavier reliance on our fast thinking, our impulses, and our gut-based response, when making decisions.
If this hypothesis is true, then marketers should actually focus on influencing impulse, rather than all of the linear, direct-response types of marketing sequences they prioritize today.
I'm just kicking off my research, so my overall hypothesis may evolve as I get some research under my belt. But my end goal is to write a report for marketing execs that would help them think through HOW to influence user decisions in a future where the fundamentals of how we make decisions have changed.
What do you think of my thesis? How do you think people make decisions today? How has this changed over the past 20 years? What are the best ways a marketer can influence choice?