The idea
The supplied reference challenges unsupported precision in claims such as “95% subconscious” and fixed universal loss-aversion multipliers. It also notes replication concerns for ego depletion, limits to choice-overload claims and the retraction of a key honesty-pledge study. Trace the original source, check corrections and replications, and state what the evidence can support in the decision at hand.
Use it thoughtfully
- Ask for the original study and its sample size.
- Check whether anyone has repeated it.
- Replace myths with your own test results.
An example
ILLUSTRATIVE EXAMPLE: A campaign brief citing '95% of decisions are subconscious' is rewritten to 'Many purchases are fast; make the offer clear at a glance.'
A question to try
Which claim in your current strategy deck would you struggle to source?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.