ABSTRACT
Why didn’t the CEO approve the young executive’s proposal after hearing his first presentation? Unlike his first presentation, the second was both easier for the CEO to understand and was framed by an easily visualized name-The Red Rocket Project, a
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Table 5.1 A Comparison of Intuitive and Rational Cognitive Processes
Intuitive mode Rational mode
Focus of awareness Subjective experience Objective experience When activated At all times As needed How activated Automatically Consciously Speed Rapid Slow Output Holistic impression Effortful trade offs Stimuli Concrete and affective Abstract and quantitative Comprehension Associative, similarity-based Deductive, rule-based Information acquisition Parallel Serial Information integration Configural Feature by feature
cons. Instead, audiences often make decisions intuitively and revise their intuitive decisions only if they are motivated to do so. Think of the millions of consumers who have been influenced to drink Coca-Cola by slogans such as Coke is it! and Live on the Coke side of life.
