I'm going to tell you about a case on capital budgeting that I was teaching recently. The case had three projects that my students had to choose from. And there is a little calculation that goes before it and then they do the calculation and figure out which project they want to invest in. Forty-five minutes into the case discussion I took a vote, and one-third of the class wanted Project A, one-third wanted Project B, and one-third picked Project C. And we were like, let's step back and analyze the situation. How is it possible that they all read the same case, had the same data, same analysis, and came to three very different conclusions? And we talked a little bit about how each one of us made the choice.
What we realized that each of us in the classroom had done was we picked which project was our favorite, and then worked backwards on assumptions in our calculation so that that project finished in the top.
So I think that's very instructive on how we make our decisions as human beings. You might think we have a very elaborate objective system with numbers, quantitative data, and analysis, but at the end of the day, we all do it very subjectively. It's our likes and preferences that determine our actions, and the numbers might just be a tool that helps us.
Being aware of this cognitive bias—that even if you use numbers, it's subjective at the end of the day—is extremely important in performance evaluation. Because when we're evaluating people rather than projects, these personal biases that we have come even more to the fore. So that's the first thing that we have to recognize. It's all subjective even if you pretend it's objective.
The second thing to keep in mind about subjective performance evaluation is that we always have great inflation. People have a very difficult time giving negative feedback and therefore they like to say everyone is about average.
The solution to these problems it not to move toward something more objective, but in fact try to make subjective performance evaluation work, but try to educate all of us about our own cognitive biases. If we are aware that we do determine things subjectively and that end of the day we have to make a subjective performance evaluation work and not get too carried with great inflation, I think we'd have a much better performance-evaluation system.
Recognize your personal preferences when doing performance evaluations.
V.G. Narayanan
Professor, Harvard Business School
V.G. Narayanan is a professor at Harvard Business School, where he has taught Financial Reporting and Control, Measuring and Driving Corporate Performance, Management Control and Performance Measurement, and several executive education courses.
His current research is concerned with managerial accounting, including research on control issues in inter-organizational settings and the use of cost accounting and control systems in hospitals.
V.G. received his bachelor's in commerce from the University of Madras in 1988. He then received his MBA at IIM Ahmedabad in India. V.G. also has a Master of Science in statistics and Master of Arts in economics from Stanford University, as well as a Ph.D. in Business from Stanford's Graduate School of Business. V.G. is an Associate Member of the Institute of Chartered Accountants of India and a member of the American Accounting Association.