Taming The Animal Instinct

摘要

At first blush oxford risk research and Analysis (ORRA) Ltd. seems ill equipped to offer business advice to corporations. Its founders are zoologists, and psychology, evolutionary biology and animal behavior are among the areas of expertise it brings to the table. However, it is that very mix of expertise, the start-up firm says, that allows it to provide important insights to decision-makers on matters related to risk. That's because, says ORRA, people do not simply make rational, reasoned business decisions based on sound economic and statistical measures ― a primary principle of classic economics. Instead their choices are influenced by emotion, evolution and psychology, all of which may lead them unwittingly to make poor choices.