There are only 24 hours in a day for us to get through our to-do lists. So how do we decide what to prioritize? Lucky for us, our brains use cognitive shortcuts to simplify decisions and cut corners. But here’s the catch: cutting corners has consequences. And when it comes to our brain, cutting corners leads to cognitive biases.
Alicia lives at the intersection of behavioral science, strategy and digital. She approaches business challenges with an understanding of behavioral neuroscience and formulates strategies that resonate with both business objectives and consumer behavior. In her spare time, Alicia enjoys getting involved in her community. She holds the position of Chair for Brandeis’ young alumni committee (BOLD) in Boston, Massachusetts, USA, where she focuses on increasing engagement and alumni donations. She is also a Communications Advisor for EMPath, a non-profit that uses neuroscience research to end the cycle of poverty.
Alicia received her Bachelor’s degree in Cognitive Science at Brandeis University, focusing on behavioral neuroscience and economics. Originally from California, Alicia is now residing in Boston.
Every day, we make decisions between multiple choices and alternatives. After a while, our brains find shortcuts to help us make decisions faster, in a more “efficient” way. This is called fast-thinking, according to Daniel Kahneman, a behavioral economist and author of Thinking Fast and Slow. When we have more time to decide, we begin to refer to our memories and past experiences to make a final choice; this is considered slow-thinking.
Once upon a time, our ancestors would gather around a fire to tell stories, sharing their imaginations and lessons with others. Fast-forward to today and we are still sharing stories, but accompanied by smartphones instead of fires.