Why Does Familiarity Beat Competence? Understanding the Psychology Behind Decision-Making*
Why Does Familiarity Beat Competence? Understanding the Psychology Behind Decision-Making* **Table of Contents** 1. Introduction: The Curious Case of Familiarity vs. Competence 2. What Does "Familiarity Beats Competence" Mean? 3. The Psychology Behind Familiarity Bias 4. Real-World Examples of Familiarity Trumping Competence 5. Why People Prefer the Familiar Over the Competent 6. The Role of Trust and Risk Aversion 7. The Business Implications: Hiring, Marketing, and Branding 8. Expert Insights: What Do Psychologists and Business Leaders Say? 9. Frequently Asked Questions (FAQ) 10. How to Leverage Familiarity Without Sacrificing Competence 11. Conclusion: Striking the Right Balance 12. Call to Action (CTA) ### 1. Introduction: The Curious Case of Familiarity vs. Competence Have you ever noticed that the most familiar person in the room often get...