De-Clutter Your Mind: Seven Worries You Can Drop from Your Research Agenda
Jenni Romaniuk
Ehrenberg-Bass Institute
Even when an idea seems intuitive—and even logical—it only is as strong as the empirical evidence that underpins it. The value of each idea should be judged on the evidence available at that time. And few ideas are strictly immutable. Future research may provide new evidence that demands reevaluation; when they do, we should change our opinion. Until that time, do not waste resources worrying about that which the evidence suggests is inconsequential.
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