Objectives
- Recognize the six decision-making styles
- Spot an appeal built for one style
Video
Lesson
The same framework describes six decision-making styles: deviance, novelty, social image, conformity, investment and necessity. Most people lean on at least two, and adjacent styles tend to travel together.
Advertising and political messaging are often built for one style at a time. “Everyone is switching” is conformity. “Be the first” is novelty. “You have already put in three years” is investment. Naming the style tells you which lever is being pulled, and separates the lever from the evidence.
None of this decides whether a claim is true. It decides which question you should ask next.
Terms
Faculty
Chase Hughes
NCI University (Neuro-Cognitive Intelligence)
Behavior profiling, elicitation, influence recognition
Taught here as method only. Marketing claims about rank or status, personal opinions, and any claim the published research does not support are left out. The deception-detection material is paired with the meta-analytic evidence on accuracy.
Bond and DePaulo (2006) found people average 54% correct lie-truth judgments. Behavior indicates stress or a change of state; it does not establish truth.