Three decision-making heuristics that will have you wondering about your choices every time you buy.
In the fight for attention, what is your weapon of choice? Quality influences the outcome but as soon as you include influence metrics like social proof, or choice heuristics our behavior changes and it somewhat competes with quality.
Timing is also essential, post at the wrong time for the wrong audience and you’ll get rewarded with little or lots of engagement.
We believe that our choices are quite rational and that we have a high level of control over our actions. However, science has proved repeatedly that we are more emotional choosers, that’s why storytelling works so well. In this post I’m going to dive into some of the heuristics we tend to fall victim to when we decide.
A process to see what the correlation between online marketing and user engagement could be perhaps something could change the way we communicate with our audiences. Positive emotional delivery of content has been proven to give a higher level of trust to the source when you’re looking at improving people’s lives through your amazing service; honesty and trust are your biggest allies.
You only have a few seconds to amaze and deliver your brand to your customer. User attention has shifted on screen and your product is competing with your customer’s friends and family and other interests.
What makes a customer pause and look at your ad, apart from just the normal aspects? Perhaps there is more to your ad being picked than what you thought. In the decision-making phase, we have a cognitive system that shortens the decision-making process to ensure we as humans can reduce the cognitive burden of making decisions.
Why not include this in your marketing tactics to ensure that you stand out from your competition by making it easier for your customer to choose your advertising. It sounds like wizardry, but it’s not. It’s simply a few aspects that we base our choices on i.e. we’ve learned over time that something that is more expensive is better, this could be a very specific heuristic.
Marketers can utilize the heuristics to make the choice in an already busy newsfeed easier. There are three main heuristics that we will discuss #representative, #availability and lastly #anchoring.
I saw your brand around and thus have more confidence in choosing you over your competitor. I recognized your logo or your profile picture. Just because it has been more familiar my representative heuristic process you already have more of my attention.
Has this ever happened to you? This is the first of our three heuristics.
Researchers Hilbig and Pohl maintained that recognition memories perception and reliability is more accurate than chance alone. Although we don’t only rely on our representative bias for making the decision, in a scenario where we are flying through a news feed familiarity will have a positive effect on trust.
Thus in a very small way favor the outcome of choice towards those brands that are more visible more often. This is however not a license to reduce your content quality and increase only your visibility no. When you experience a brand more often you feel that they are more trustworthy. Yet your feelings have little to do with the brand promise.
It is going to play a role further down the sales funnel. Don’t abuse the power of familiarity if you don’t deliver you will be punished. How will you start to implement being more representative everywhere?
Just when you thought it couldn’t get worse, the doctor diagnosed you incorrectly. We don’t think it can happen so often, but it does, one of the biggest influencers in our judgment and decision-making process is the sneaky availability heuristic.
Your mind bases your decisions and choices on information most readily available to avoid the tedious cognitive thought. Have you ever made a rash decision and then think “how did I get to that conclusion?” I know the feeling. What about our brains finding the path of least resistance when making judgments? Aha, yes if you tie your knowledge of your customer in with your language making it easily accessible and valid current terminology that the customer is used to.
Your brain will have no issue making your information quickest recalled when making a judgment call on your service value or product. Create content that is easily digestible, quick to the point and crystal clear! Perhaps this can be made for a case against the total amount of corporate fluff we can find in the marketing industry. If your value is being delivered as it should. Your customers deserve to get the info and language around your product best-suited to their needs. Can’t help. Where have your availability heuristics played tricks on you or not?
A lot of your choices are made from pure speculation. The last heuristic is the anchoring and adjustment heuristic this is according to psychology the foundational decision-making heuristic. What we do is anchor our thoughts on some ballpark estimate and then we adjust our choice accordingly.
We first attain the minimum available information and then adjust accordingly as we perceive, as with negotiations. Imagine if you negotiate a price and you have no grounds or starting information to anchor your decision. Interestingly the researchers Epley and Gilvey found that our estimates and adjustments are always very close to our anchor we initially chose but this is in most cases are false the true values are a lot farther away.
To avoid cognitive bias, it’s important to know the anchor points. When negotiating be informed and improve your chances of making better-grounded decisions. Deliver your information in easily accessible chunks to ensure when your future client encounters your brand touchpoints that they can easily make the choice, You! Where have heuristics worked or failed you before?
At Magic-e we implement a lot of thought into the marketing efforts of our clients we build it into the design and try and gain as much buy-in into your amazing product or service give us a call and find out how we can serve you?