This principle is essential if you want to master the art of influence. The context in which we compare things informs how we understand and evaluate those things. If you compare an apple to an orange, you will see it differently than if you compare it to a tree. “By changing the context in which two things are compared, you submerge certain features and force others to the surface.”Ĭontext matters. Their work reshaped our understanding of the human cognitive process, challenging the rational actor models and highlighting important cognitive shortcoming that influence our attitudes, beliefs, and actions.īuy this book on Amazon(Highly recommend)Īccess My Searchable Collection of 100+ Book Notes Key Takeaways Context matters A great story about the partnership of Amos Tversky and Daniel Kahneman, pioneers in the field of the decision making and judgment.
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