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The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

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Embodied Cognition: Beware of Comfy Chairs at Car Dealerships

Posted by Hensley Evans on Wed, Aug 17, 2016

Dan James Shaffer and Seth Goodman co-wrote this post with Hensley Evans.

Imagine that you’re in the market for a new car. After perusing dealerships and comparing several makes and models, you found a perfect match and are ready to negotiate an offer. Sitting across from the salesman in a big, comfy office chair, you finalize the negotiation and smile with delight as he hands you the keys to your shiny new ride. 

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Topics: Hensley Evans, Seth Goodman, Cognitive Drivers Impact Series, embodied cognition, Dan James Shaffer

Cognitive Drivers Impact Series: Understanding and Overcoming Social Desirability Bias

Posted by Jennifer Curtis on Wed, May 04, 2016

This is the second post in ZS’s Cognitive Drivers Impact Series.

“How many glasses of alcohol do you drink a week?”

“How many times per week do you exercise?”

“How often do you miss or skip taking your medication?”

We’ve all been asked similar questions during a health exam. Given that they’re about our own behavior, reason would dictate that they’d be easy to complete and it would be in our best interest to answer truthfully. After all, withholding information prevents our doctors from having a complete picture of our lifestyle and behaviors, and hinders their ability to make the best decisions about our care.

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Topics: decision making, Cognitive Drivers Impact Series, Jennifer Curtis, customer behavior, social desirability bias

Cognitive Drivers Impact Series: Recency Bias in Political Caucuses

Posted by Seth Goodman on Thu, Feb 25, 2016

 This is the first post in ZS’s Cognitive Drivers Impact Series.

It’s an election year, which means that the news media’s Soren-esque eye is focused on politics and caucuses, most recently in Iowa and New Hampshire. The two states combine for only 10 electoral votes, so why do they receive so much attention?

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Topics: Seth Goodman, decision making, recency bias, caucus, presidential candidate, Cognitive Drivers Impact Series

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