Rational Or Experiential? New Study Highlights Differences In Thinking Styles

Rational Or Experiential? New Study Highlights Differences In Thinking Styles:

"Authors Thomas P. Novak and Donna L. Hoffman (both University of California, Riverside) say consumers tend to think either rationally or experientially and marketers should design experiences for consumers that allow a good fit between the style and the task.

The authors describe rational thinking as 'logical, effortful, and analytic,' and experiential thinking as 'associative, lower effort, and holistic.' Examples of rational activities include work, carefully considered decisions, and goal-directed tasks, while experiential activities include playing, browsing, and impulse buying."