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Coarse Thinking and Persuasion / Sendhil Mullainathan, Joshua Schwartzstein, Andrei Shleifer.
- Format:
- Book
- Author/Creator:
- Mullainathan, Sendhil.
- Series:
- Working Paper Series (National Bureau of Economic Research) no. w12720.
- NBER working paper series no. w12720
- Language:
- English
- Physical Description:
- 1 online resource: illustrations (black and white);
- Place of Publication:
- Cambridge, Mass. National Bureau of Economic Research 2006.
- Summary:
- We present a model of coarse thinking, in which individuals group situations into categories, and transfer the informational content of a given message from situations in a category where it is useful to those where it is not. The model explains how uninformative messages can be persuasive, particularly in low involvement situations, and how objectively informative messages can be dropped by the persuader without the audience assuming the worst. The model sheds light on product branding, the structure of product attributes, and several puzzling aspects of mutual fund advertising.
- Notes:
- Print version record
- December 2006.
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