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Related Concept Videos

The Representativeness Heuristic02:13

The Representativeness Heuristic

The representative heuristic describes a biased way of thinking, in which you unintentionally stereotype someone or something. For example, you may assume that your professors spend their free time reading books and engaging in intellectual conversation, because the idea of them spending their time playing volleyball or visiting an amusement park does not fit in with your stereotypes of professors.
Persuasion Strategies01:52

Persuasion Strategies

Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
Confirmation Biases01:31

Confirmation Biases

The confirmation bias is the tendency to focus on information that confirms our existing beliefs and ignore information that is inconsistent with our expectations. For example, if you think that your professor is not very nice, you notice all of the instances of rude behavior exhibited by the professor while ignoring the countless pleasant interactions he is involved in on a daily basis. Have you ever fallen prey to the confirmation bias, either as the source or target of such bias?
Routes of Persuasion02:20

Routes of Persuasion

Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
The Availability Heuristic01:08

The Availability Heuristic

A heuristic is a general problem-solving framework (Tversky & Kahneman, 1974). You can think of these as mental shortcuts that are used to solve problems. Different types of heuristics are used in different types of situations, and the impulse to use a heuristic occurs when one of five conditions is met (Pratkanis, 1989):
Unrealistic Optimism Bias01:30

Unrealistic Optimism Bias

Unrealistic optimism bias is the tendency to overestimate the likelihood of positive outcomes. This cognitive bias makes individuals believe they are less likely to experience failures, setbacks, or risks and more likely to succeed than others. For example, people may assume they are less prone to health issues, accidents, or financial struggles than their peers, even when they share similar risk factors.One key component of this bias is the above-average effect, where individuals perceive...

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Related Experiment Video

Updated: May 13, 2026

How Virtual Celebrity Characteristics Drive Purchase Intention: Testing the Stimulus-Organism-Response Framework with Structural Equation Modeling
07:35

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Published on: March 3, 2026

Lead generation: reality check on commonly held views.

Nader Fotouhi1, Paul Gillespie, Robert Goodnow

  • 1VP Research Discovery Chemistry Roche Research Center, Nutley, New Jersey, 07110-1199, USA +1 973 235 3385 ; +1 973 235 7239 ; nader.fotouhi@roche.com.

Expert Opinion on Drug Discovery
|March 19, 2013
PubMed
Summary

Exploring drug discovery lead generation, this study examines guidelines for oral drug development. It argues that valuable discoveries often lie outside mainstream approaches, highlighting innovative lead generation strategies.

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Area of Science:

  • Drug Discovery and Development
  • Medicinal Chemistry
  • Pharmaceutical Sciences

Background:

  • Lead generation is crucial for successful new drug discovery.
  • Numerous strategies and technologies exist, with continuous emergence of new approaches.
  • Guidelines developed over 20 years aim to focus efforts on orally available drug discovery.

Purpose of the Study:

  • To examine existing guidelines for lead generation in drug discovery.
  • To evaluate these guidelines in the context of specific lead generation examples.
  • To contend that valuable discoveries can be made outside mainstream approaches.

Main Methods:

  • Review of established lead generation guidelines.
  • Analysis of case studies in drug discovery.
  • Comparative assessment of mainstream vs. marginal approaches.

Main Results:

  • Guidelines can help focus drug discovery efforts.
  • Marginal or non-mainstream lead generation strategies can yield significant findings.
  • Flexibility in approach is key to uncovering novel drug candidates.

Conclusions:

  • Drug discovery benefits from considering a broader range of lead generation strategies.
  • Innovation in drug development may be fostered by exploring unconventional methods.
  • Valuable drug leads can be identified beyond traditional focus areas.