Time Pressure Bias

What is the time pressure bias?

Time pressure causes a higher propensity of decision-makers to shift from logical and rational processes to intuitive processes.

Explanation

Think of the last time you saw a 'limited time offer' during an infomercial, or the candy section strategically placed in the checkout aisle.

These are all examples of the time pressure bias in action, designed to make you act on impulse rather than rational thought.

How to utilize time pressure

Be on your guard for artificial time pressure 

Time pressure bias can negatively impede your decision-making. Therefore, you must always be sure that the situation at hand actually has real-time pressure and is not being used by the other party to influence you.

In such a situation, remain calm and try to change or negotiate the artificial deadline.

Use this tactic sparingly

If you want to leverage the time pressure bias to get better results, be sure to use it correctly. People might make decisions they end up regretting and can become unhappy customers or partners.

It is better to have one fewer customer than an unhappy one!

Further reading

Time Pressure
Timing in Multitasking
Barriers to Decision Making