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Cognitive ease to the rescue

by Sandeep Dayal
Indian Management March 2022

Brands are not just built around beliefs and biases of the past. About 5 per cent of the time, we use a process of deliberation to make choices where we use spreadsheets to look at the cost benefits and logic to evaluate the pros and cons of choices. Marketers can leverage the power of cognitive biases for designing, positioning, and/or repositioning their brands.

Sandeep Dayal is a marketing and strategy leader. He is author, Branding Between the Ears: Using Cognitive Science to Build Lasting Consumer Connections.

Latest Articles

Authority under pressure

You do not lose authority because someone disagrees with you. You lose it when your behavior under pressure becomes inconsistent, reactive, or unclear. People watch how you respond when challenged. They decide in those moments whether you are someone who hides behind position or someone who leads the relationship as well as the task.

by Anne Maartje Oud
Indian Management March 2026

The culture delusion

MYTH 1: Culture is your values, mission, and purpose statements.
MYTH 2: Engagement scores tell you how healthy your culture is.
MYTH 3: Culture is owned by HR.
MYTH 4: Strong cultures should be unified and consistent everywhere.
MYTH 5: Culture is soft, secondary, and separate from performance.

by Michael Henderson
Indian Management March 2026

More From The Category

Dark patterns

As e-commerce platforms increasingly shape consumer choices, dark patterns in UI/UX design manipulate behaviour, erode trust, and challenge India’s evolving legal and regulatory framework.

by Sohom Banerjee and Dr. Sumanta Dutta
Indian Management January 2026

Social commerce unboxed

The next few years will likely blur the boundaries further. Imagine a world where a viral Instagram reel leads to a purchase within seconds, payment happens instantly through UPI, and the item arrives at your doorstep in under an hour via quick commerce.

by Dr Sandip Nandi, Dr Tapash Ranjan Saha, and Dr Debasish Sur
Indian Management November 2025
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