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Een Lacoste logo:Dat mag niet veel uitmaken toch?
Social benefits of luxury brands as costly signals of wealth and status (2011) Evolution and Human Behavior by Nelissen & Meijers
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Example Lacoste
Trivial things that System 2 doesn’t pick up, can have pervasive influence on our behavior.
People have an inability to predict their own behavior.
Voorbeeld Lacoste:15 tot 20% hoger salaris!
Kleine cues hebben onbewust veel effect op hoe wij anderen om ons heen beoordelen…
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Social Neuroscience
Mirror neurons
Action recognition in the premotor cortex, Rizzolatti & Gallese, Brain 199614
Social Neuroscience
Mirror neurons
Action recognition in the premotor cortex, Rizzolatti & Gallese, Brain 1996
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Social Neuroscience
Mirror neurons
Action recognition in the premotor cortex, Rizzolatti & Gallese, Brain 1996
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Social Neuroscience
Mirror neurons
Action recognition in the premotor cortex, Rizzolatti & Gallese, Brain 1996
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Social Neuroscience
Mirror neurons
Action recognition in the premotor cortex, Rizzolatti & Gallese, Brain 1996
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Social Neuroscience
Mirror neurons
Genetic and neurological foundations of customer orientation:field and experimental evidence, Dietvorst et al., JAMS 2012
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Social Neuroscience
Spiegelneuronen en verkoopstijlen
Genetic and neurological foundations of customer orientation:field and experimental evidence, Dietvorst et al., JAMS 2012
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A Sales Force–Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging, Dietvorst et al., JMR 2009
Social NeuroscienceTheory of Mind: we gaan verder dan de
informatie die we krijgen…
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Social Neuroscience
Theory of Mind and sales performance
A Sales Force–Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging, Dietvorst et al., JMR 2009
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Of Chameleons and Consumption: The Impactof Mimicry on Choice and Preferences, Tannet et al., JCR 2007
Social Neuroscience
Inducing trust through social mimicry…
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Computer personality judgments havehigher external validity when predicting life outcomes such as substance use, political attitudes, and physical health.
Computer-based personality judgments are more accurate than those made by humans
(2014, Youyou et al., PNAS)
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Take home message…
• Intuïtie in recruitment is niets spiritueels, het is een manifestatie van oeroude processen in ons brein.
• Onverwachte factoren spelen een grote rol in hoe we competentie inschatten, we hebben dit zelf niet door!
• Het daadwerkelijk voorspellen van prestaties op het werk staat in de kinderschoenen. (Wij kunnen dit niet…)
• Artificial Intelligence zal jobperformance binnenkort beter kunnen voorspellen dan wijzelf kunnen voorspellen…
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