Heuristics Are Useful But Not If You Think They Apply To Absolutely Everything Under The Sun

If you work in communications, you probably have noticed that the word "heuristics" has been popping up a lot lately, mostly in discussions of "drivers of behavior". While the concept of heuristics is very helpful in understanding human decision making (or habitual non-decision making, like ordering the same coffee every day), it isn't the only way to understand drivers of human behavior, and it certainly isn't the only way to "optimize copy".
Understanding what heuristics are, and more importantly what they are not, is critical to the work we do as behavior change professionals. Join us as we discuss heuristics, how they help us understand certain forms of behavior and choice preference, and the contexts within which heuristics are useful.

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