The dangers of categorical thinking
De Langhe, Bart Fernbach, Philip
De Langhe, Bart
Fernbach, Philip
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2019
Journal
Harvard Business Review
Book
Publication Volume
97
Publication Issue
5
Publication Begin page
80
Publication End page
91
Publication NUmber of pages
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Abstract
Human beings are categorization machines, taking in voluminous amounts of messy data and then simplifying and structuring it. That’s how we make sense of the world and communicate our ideas to others. But according to the authors, categorization comes so naturally to us that we often see categories where none exist. That warps our view of the world and harms our ability to make sound decisions—a phenomenon that should be of special concern to any business that relies on data collection and analysis for decision making. Categorical thinking, the authors argue, creates four dangerous consequences. When we categorize, we compress category members, treating them as more alike than they are; we amplify differences between members of different categories; we discriminate, favoring certain categories over others; and we fossilize, treating the categorical structure we’ve imposed as static. In the years ahead, companies will have to focus attention on how best to mitigate those consequences
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Keywords
Decision Making in Business, Data Science, Targeted Advertising, Categorization (Psychology), Cognitive Bias, Ideology