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    I need help in business/ in researching different bias attutudes.

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    Your firm is hiring a new marketing manager and you and one of the other senior managers has been interviewing candidates. A candidate just completed the interview process and you felt that she had the skills and background needed for the position. After expressing this to the other manager he replied that this person would not be a good fit and that you should continue to search for another person.

    The candidate in question had the following skills, background and characteristics:
    Hispanic Woman
    Masters Degree in Marketing
    Worked for a competitor for the past 20 years

    I have questions:

    (1) Identify the possible heuristics and/or biases that may have influenced your co-worker's opinion. What would your response be to co-worker?

    (2)How would you convince him that this person is right for the job and should be hired?

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    Solution Preview

    (1) Identify the possible heuristics and/or biases that may have influenced your co-worker's opinion. What would your response be to co-worker?

    Firstly, understand that in psychology, heuristics are simple, efficient rules of thumb that people use to make decisions, typically when facing complex problems or incomplete information. These rules work well under most circumstances, but in certain cases lead to systematic cognitive biases.

    Give you an example; people may tend to perceive more expensive beers as tasting better than inexpensive ones. This finding holds even when prices and brands are switched; putting the high price on the normally relatively inexpensive brand is enough to lead experimental participants to perceive that beer as tasting better than the beer that is normally relatively expensive. One might call this "price implies quality" bias.

    In this case, the possible heuristics and or biases that may have influenced your co-worker's ...

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