A bat and ball cost a dollar and ten cents. The bat costs a dollar more than the ball. How much does the ball cost?
(think before reading on)
Most people quickly answer "ten cents," but the correct answer is "five cents."
These kinds of small mistakes are due to shortcuts our brains take, preferring lazy, intuitive responses to laborious, arithmetic ones. Surprisingly, intelligent people seem to make these mistakes more easily, according to a new study in the Journal of Personality and Social Psychology.
When it comes to selling and persuasion, we need to know what these shortcuts are. We have figured out how it applies to retail selling. Have you?