I bias sono “errori sistematici del ragionamento che derivano da una elaborazione imperfetta di scorciatoie cognitive o euristiche” (Kahneman, premio Nobel per l’Economia). Â
Si verificano quando le persone elaborano e interpretano le informazioni in modo euristico, ma in situazioni in cui l’euristica non è valida, laddove per euristiche si intendono scorciatoie mentali, regole pratiche e intuitive che semplificano il pensiero e il problem solving.
Poiché le euristiche si basano su schemi specifici, i bias che ne conseguono sono pertanto prevedibili e sistematici, portano cioè all’errore sempre nello stesso modo.
Tali errori viziano la presa di decisione e declinati nell’ambito della Comunicazione Strategica, impediscono la nascita e il mantenimento di relazioni stabili e la cooperazione funzionale tra i diversi soggetti coinvolti.
Il Centro Studi, utilizzando le evidenze neuroscientifiche, promuove approcci metodologici volti a mitigare l’effetto dei bias nonché a utilizzarli proattivamente laddove il contesto è favorevole.
Al riguardo, abbiamo scelto di condividere gli oltre duecento bias esistenti in letteratura, classificati secondo una tassonomia ispirata a quella di Arnott (2006) ma integrata con ulteriori categorie.
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