• Your mind filters 'facts' to fit into your frame of reference, anchored by prior experience.

  • 70% of trials sponsored by pharma companies have results that are beneficial for the company while <50% of NIH sponsored clinical trials have positive results.

  • It's estimated that 50% of results in medical journals are false.
• Filter data because of prior knowledge
  • The Maryland Sniper and the white box van.

You taste what you expect to taste

• Take a bottle of inexpensive red wine and pour it in an empty 50 year old bottle of expensive French Bordeaux wine. Pour it for a friend and they will rave about it.

Rational Purchases (oxymoron)

• People rationalize what they feel with their emotion
• Why do people purchase a Mercedes worth $120,000 when an entry level Toyota would provide the same transportation with higher reliability?
• People buy with their emotion.

Book Rec

When Breath Becomes Air