Alternative Truths

The unexpected truths about judgment and decision making.

Limits in Human Imagination

For all its sophistication, our capacity to imagine alternative states is far from perfect. Even our deepest imaginings fall far short of complete immersion, and we're always left in psychological limbo somewhere between the present and a loosely sketched alternative. Read More

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Adam Alter is an Assistant Professor of Marketing at New York University Stern School of Business.

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