We don’t trust facts. We trust feelings.
Right or wrong, it seems true.
The vividness bias makes sure of that.
A dramatic image or emotionally charged story can outweigh mountains of data.
This cognitive bias tricks us into favoring what grabs our attention, not what reflects reality.
Picture this: a devastating plane crash dominates the news.
It’s rare, but the impact is vivid.
Fear sets in, and people avoid flying.
Meanwhile, cars—statistically far more dangerous—feel safer because they lack the same emotional impact.
Marketers know this bias and exploit it.
They don’t sell with charts or dry performance stats.
They sell with stories that stick.
A shiny car on a mountain road sells freedom, not engineering specs.
A testimonial on a weight-loss ad sells hope, not health advice.
Our brains are wired for this.
Vivid details latch onto our memory while abstract numbers slip away.
This can skew decisions at every level, from personal choices to corporate boardroom strategies.
The antidote?
Awareness.
Know when you’re being swayed by what’s striking, not what’s significant.
Step back.
Question the emotional tug.
Seek balance between gut feelings and grounded facts.
Emotions tell a story, but logic closes the deal.