Vividness Bias

Bazerman, Max H.
March 2005
Leadership Excellence;Mar2005, Vol. 22 Issue 3, p11
The article reports that people are susceptible in negotiation to the vividness bias, the tendency to overweight vivid or prestigious attributes of a decision and underweight less flashy issues. Students at top business schools are in an enviable position to negotiate for issues central to their career. Yet many MBA grads change companies soon after taking their first position. Negotiators often underweight the attributes of a decision that will have the greatest impact on their personal happiness. Vivid information has a greater influence on decision makers. One should recognize vividness as a potential source of bias.


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