(from P.A.Wozniak, Economics of Learning)
Formulating vivid, or even shock-evoking items, serves exactly the same purpose as metaphoric approach. The main difference here is that metaphoric approach capitalizes of existing declarative memories, while vivid approach makes use of the power of memories associated with circuits responsible for generating emotional impulsation. Here, derogatory terminology, humorous statements, reference to esthetics, taste, basic instincts, sex, etc. may serve as a powerful instrument enhancing memories. Additionally, vivid approach adds extra attractiveness to compliant knowledge systems, acting as a very desirable motivational factor.
In the world of business, the very typical approach to optimization of the firm’s performance is based on experience, intuition, guesswork and pure drive toward satisfying managers’ fancies. This drove a flock of business writers to mock the merits of economic analysis, and even to discourage potential graduates of business schools from enrolling. After all, the reasoning goes, there is no better school than running one’s own business oneself. The damaging impact of such an attitude has annoyed top economic brains more than once, and gave plenty of scope for derogatory statements, often tinted with emotional overtones. Instead of providing here the statistics referring to the career record of the graduates of Harvard School of Business, a single vivid statement of a noble scholar might serve as a sufficient incentive to study the theoretical aspects of running one’s own business:
Q: What was the opinion of Herbert Simon about the companies’ attitude toward profit maximization?
A: managers satisfice as they do not have wits to maximize
Additionally, adding a statement in parentheses indicating the Herbert Simon’s authority (Nobel prize in economics) might enhance the emotional overtones of the statement by providing a sharper contrast between the wisdom of a scholar and the close-mindedness of the gray mass of smug and self-satisfied business managers.