Mental Simulations And Cloud Computing: Faulty Reasoning Meet The Coming Reality

Mental Simulations And Cloud Computing: Faulty Reasoning Meet The Coming Reality

My journey to purchasing a MacBook Air and adopting the cloud for all my data storage needs was fraught with many naysayers. What amazed me most was the salesman who challenged my commitment.

When faced with the idea of selling me something without a traditional hard drive no less than four salesmen attempted to talk me out of it. When pressed for reason all they could tell me was that the MacBook Pro was better because it contained a hard drive and a DVD slot for about the same price. When I explained that I was a writer and wanted the lightweight and faster processing capabilities an interesting social transaction took place that demonstrated the mismatch between my mental simulations and the salesman’s reasoning. Similar disconnects are happening every day as decisions are made about utilizing cloud computing.

These salesmen simply did not believe I wanted to store data on the cloud and forgo storage on a hard drive. They attempted to appeal to my sense of reason using a decision-making theory called economic utility. They’re thinking was that surely the Pro made more sense than the Air because it offered a better value that I could see, feel, and touch. Never mind that I didn’t want a heavier machine with a fan and a hard drive but a more nimble notebook and cloud storage. I was framing my decision around what I valued subjectively also known as a mental simulation. I’m imagining the quick start-up and thin design alongside the loss of data I had already experienced with traditional storage.

Mental Simulation Trumps Utility Theory

The four salesmen I dealt with were applying a version of the utility theory that tried to appeal to my rational need to get more for the same money. For them and MacBook Pro buyers it is easier to imagine data they can drag around in a metal box. My imagination was more geared to less hassle and adjusting to remote storage to meet that goal.

Neuroscientist Antonio Damasio, echoed a theme that has become prevalent over the last decade when he said, “humans are not either thinking machines or feeling machines but rather feeling machines that think.” (http://phys.org/news/2010-11-antonio-damasio-probes-mind.html) For the cloud-computing enthusiast, this means that clients need help re-imagining their future alongside cloud computing applications.

Whenever I’m around people with a MacBook Pro I ask them why they didn’t choose the air. They get an uncomfortable look on their face and tell me that they just couldn’t imagine not having a hard drive or a slot to slip in a movie or download a program. So like many companies that put off cloud computing services, fear inhabits the mind rather than efficiency.

Potential cloud adopter’s mental simulations must be understood and addressed whether they are rationalizing or responding subjectively. As they imagine their future in the cloud, help them make sure that future is realistically assessed.

By Don Cleveland

About don

Although relatively new to technology writing Don Cleveland has been writing and working in the fields of business and psychology over the last 25 years. After earning his B.A. in psychology at the University of South Florida he has returned to finish an M.A. in counseling. His passions are shining psychology’s empirical light on the world of computing and work through research and writing.

View All Articles

Sorry, comments are closed for this post.

Comic
Martech In A Content Crazed World

Martech In A Content Crazed World

Content Crazed World Everywhere you look there are pop-up ads and offers, at times it can feel like overload. What used to be a few online ads on websites has now grown into a wild world of offers that consume your every device. These advancements in marketing technology can not only be overwhelming to the…

Hubgets – Advanced Collaboration, Enriched Communication

Hubgets – Advanced Collaboration, Enriched Communication

Advanced Collaboration Tool Sponsored series provided in collaboration with Hubgets Collaboration tools have advanced leaps and bounds with the advent of cloud technology, and the services available are only getting better. Promising features such as sophisticated group communication, productive management of tasks and meetings, and the ultimate dream, working remotely from some gorgeous island destination, innovative collaboration…

Verizon To Acquire Yahoo For $4.83 Billion

Verizon To Acquire Yahoo For $4.83 Billion

Verizon Communications Inc (VZ.N) said it had agreed to buy Yahoo Inc’s (YHOO.O) core internet business for $4.83 billion in cash, ending a lengthy sale process for the fading Web pioneer. Buying Yahoo’s operations will boost Verizon’s AOL internet business, which it bought last year for $4.4 billion, by giving it access to Yahoo’s advertising…

When Sci-Fi Predictions Come To Fruition

When Sci-Fi Predictions Come To Fruition

Evolution of Technologies To paraphrase science fiction author Arthur C. Clark, those who make predictions about the future are either “considered conservative now and mocked later, or mocked now and proved right when they are no longer around to enjoy the acclaim.” The one thing we can be sure about, Clark ventured, is that “[the…

Facebook Hopes To Extend Internet Connectivity With Solar-Powered Drones

Facebook Hopes To Extend Internet Connectivity With Solar-Powered Drones

Facebook Inc (FB.O) said on Thursday it had completed a successful test flight of a solar-powered drone that it hopes will help it extend internet connectivity to every corner of the planet. Aquila, Facebook’s lightweight, high-altitude aircraft, flew at a few thousand feet for 96 minutes in Yuma, Arizona, Chief Executive Mark Zuckerberg wrote in…

Maintaining Network Performance And Security In Hybrid Cloud Environments

Maintaining Network Performance And Security In Hybrid Cloud Environments

Hybrid Cloud Environments After several years of steady cloud adoption in the enterprise, an interesting trend has emerged: More companies are retaining their existing, on-premise IT infrastructures while also embracing the latest cloud technologies. In fact, IDC predicts markets for such hybrid cloud environments will grow from the over $25 billion global market we saw…

Cloud Services Providers – Learning To Keep The Lights On

Cloud Services Providers – Learning To Keep The Lights On

The True Meaning of Availability What is real availability? In our line of work, cloud service providers approach availability from the inside out. And in many cases, some never make it past their own front door given how challenging it is to keep the lights on at home let alone factors that are out of…

Cloud-based GRC Intelligence Supports Better Business Performance

Cloud-based GRC Intelligence Supports Better Business Performance

Cloud-based GRC Intelligence All businesses need a strategy and processes for governance, risk and compliance (GRC). Many still view GRC activity as a burdensome ‘must-do,’ approaching it reactively and managing it with non-specialized tools. GRC is a necessary business endeavor but it can be elevated from a cost drain to a value-add activity. By integrating…

Cloud And The Military – In The US

Cloud And The Military – In The US

Cloud And The Military Scandalous cost overruns; the newest high tech doesn’t work any better than very old tech; sweetheart monopoly deals with favorite defense contractors; sole sourcing key components from our enemies – the litany just goes on and on. The military’s relationship with technology always seems to be like watching a slow motion…

Choosing IaaS or a Cloud-Enabled Managed Hosting Provider?

Choosing IaaS or a Cloud-Enabled Managed Hosting Provider?

There is a Difference – So Stop Comparing We are all familiar with the old saying “That’s like comparing apples to oranges” and though we learned this lesson during our early years we somehow seem to discount this idiom when discussing the Cloud. Specifically, IT buyers often feel justified when comparing the cost of a…

Cloud Computing Offers Key Benefits For Small, Medium Businesses

Cloud Computing Offers Key Benefits For Small, Medium Businesses

Cloud Computing Benefits A growing number of small and medium businesses in the United States rely on as a means of deploying mission-critical software products. Prior to the advent of cloud-based products — software solutions delivered over the Internet – companies were often forced to invest in servers and other products to run software and…

Disaster Recovery – A Thing Of The Past!

Disaster Recovery – A Thing Of The Past!

Disaster Recovery  Ok, ok – I understand most of you are saying disaster recovery (DR) is still a critical aspect of running any type of operations. After all – we need to secure our future operations in case of disaster. Sure – that is still the case but things are changing – fast. There are…

Cloud Infographic – Guide To Small Business Cloud Computing

Cloud Infographic – Guide To Small Business Cloud Computing

Small Business Cloud Computing Trepidation is inherently attached to anything that involves change and especially if it involves new technologies. SMBs are incredibly vulnerable to this fear and rightfully so. The wrong security breach can incapacitate a small startup for good whereas larger enterprises can reboot their operations due to the financial stability of shareholders. Gordon Tan contributed an…

Mobile Connected Technologies – The Future Of The Healthcare Industry

Mobile Connected Technologies – The Future Of The Healthcare Industry

Mobile Connected Technologies Clinics, hospitals, and other healthcare facilities are embracing new mobile technologies in order to be more efficient in their daily tasks. With faster communication and better collaboration, clinicians can spend much less time handling medical devices and more time administering care to their patients. Industry experts are stating that mobile connected technologies…

The Questions of Privacy In The Internet of Things Revolution

The Questions of Privacy In The Internet of Things Revolution

Privacy in the Internet of Things Revolution The Internet of Things (IoT) has been promising a lot to consumers for a few years and now we’re really starting to see some of the big ideas come to fruition, which means an ever-growing conversation around data security and privacy. Big data comes with big responsibilities and…

Cloud Computing Myths That SMBs Should Know

Cloud Computing Myths That SMBs Should Know

Cloud Computing and SMBs Cloud Computing is the hottest issue among IT intellects of Small and Medium Businesses (SMBs). Like any other computer-orientated technology, Cloud Computing has some misconceptions and myths that often kick-start arguments among the two opposing groups: Cloud Supporters and Cloud Opponents. Both of these groups have their own ideology and reasons…