Economist and consultant Peter Atwater offers a new framework for understanding and improving the choices we make.
What do feelings of certainty and control have to do with our decision-making? According to Peter Atwater, the answer is simple: everything. And once we understand how they drive what we do, we can predict trends and generate better outcomes, whether we're investing in technology stocks, designing menu items for a fast-food franchise, or running an emergency room.
In The Confidence Map, Atwater explores how feelings always trump facts and why events described as being unprecedented are often entirely predictable—if we know what to look for. He then shows readers how to apply his unique framework to their own choices. With the same tools he teaches the world's leading institutional investors, corporations, and policymakers to help them make sense of complex situations and optimize their strategy, you'll learn:
- How psychological distance consistently affects the choices we make
- Why "Me-Here-Now" decision-making is such a powerful force
- What happens at confidence peaks that leads to our downfall
- The five ways we respond to extreme vulnerability
- When consumers' feelings of certainty and control - not price - drive demand
Spanning financial, economic, political, and social trends, The Confidence Map explores why we do what we do, where we can and cannot trust our natural instincts, and how we can make sense of a world that too often feels senseless. With Atwater's toolkit in your decision-making arsenal, you'll avoid psychological traps, spot opportunities, and navigate the road ahead with clarity and purpose.
