It takes only a little understanding of the human condition, and what follows on from it about the business condition, to realise that most of the time most of us survive by a thread. The stresses of life seem to be pretty big for many. Whether they really are is irrelevant: perception is what matters here. That is what is actually real, because perceptions relate to how we see the world. And, if most of us, most of the time see the world as stressful then that is what it is.
How do we cope? Through the use of routine. We eliminate as many decisions as we can during days that demand we take more decisions than we might wish for by simply reducing the rest to the level of repetitive action to which little thought need be given. And that’s fine.
Indeed so. This is known as “rational ignorance”. We do not need to, nor do we, calculate every detail of every action every time. We find what works well enough – and we may well calculate pretty hard to find that out – and then satisfact.
But that then explodes the case against consumer rationality. The very case against that Snippa is so adamant must be true, that consumers are not rational. We rationally worry about the details when we must. Such things as rational expectations, rational calculation, are therefore valid assumptions.
Snippa therefore wants to believe in rational ignorance and yet not in rational consumers.
The same is true of most of the remaining decisions, of course. We reduce them to the point where heuristics can handle most of the required choices. That leaves our energy for what is difficult.