Durand–Kirkpatrick Theory

The Durand–Kirkpatrick Theory explores how people's preferences influence their choices and perceptions of information. It suggests that when individuals evaluate options, they tend to favor information that aligns with their existing beliefs or desires. This theory emphasizes that decision-making is shaped not just by facts, but also by personal preferences and biases, which can create a filter through which information is viewed. Understanding this helps explain why people may overlook or undervalue certain data and highlights the importance of considering individual preferences in communication and decision processes.