Simple Association Tendency
We associate messengers with their messages.
Key Principle
Separate information from its source when evaluating.
Understanding Simple Association Tendency
Simple association causes us to transfer feelings about the messenger to the message—and vice versa. We like people who bring good news and dislike those who bring bad news, regardless of their role in creating the news.
In ancient times, messengers bearing bad news were sometimes executed. The tendency persists. Employees who raise problems are labeled "negative." Analysts who predict downturns are ignored until they're proven right (and blamed for causing the downturn).
This creates organizational dysfunction where bad news gets suppressed, problems go unaddressed, and decision-makers live in filtered bubbles.
Real-World Examples
- Disliking employees who report problems.
- Trusting advertisers who use attractive spokespeople.
- Dismissing criticism based on who delivers it.
- Favoring products associated with people we admire.
How to Apply This
Actively reward people who bring you bad news
Evaluate information independently of who delivers it
Create safe channels for negative feedback
Be aware of your reactions to messengers
Common Mistakes to Avoid
- Shooting the messenger
- Trusting information because of likeable delivery
- Creating environments where only good news rises
- Letting source likeability override content evaluation
Notable Quotes
"The first principle is that you must not fool yourself—and you are the easiest person to fool."
— Richard Feynman