Goal Dilution explains the way we perceive the quality of products or services. The more singular something is in its purpose, the more effective we believe it is. So, if a company just specialises in beds, we assume that their beds are of a higher quality than a company who makes beds and sofas and occasional furniture. Basically, the more features you add to a product or service, the more the perceived quality of each feature, product or service decreases.
Uno. Un. Ein. Whichever way you put it: one goal.
Babbel is an app specialising in one thing: languages. And they have one goal: to get people talking in real-life conversations. Completely invested in offering one, fantastic, user-friendly app, consumers put their trust in the brand, expecting an A* lesson in languages.
Hear that? It’s the sound of good sound.
The creme de la creme of home audio products, Sonos are experts in their field. Unlike its competitors, the brand merely focuses on speakers and soundbars, to produce a family of products that consumers love, know and trust to be the best. They’re a one trick pony who’re really good at that one-trick.
What is Behavioural Economics?
Behavioural Economics has been around since the 60s. It blends elements of psychology and economics to identify the mental triggers, or bias, nudges and heuristics, that affect the decisions people make.
This blog series is your go-to guide for a snapshot into what these triggers are, and how they can be used in marketing to influence consumer behaviour.
A bit about us
As an agency, influencing behaviours is core to what we do and applying Behavioural Economics to marketing communications is a natural progression. If you are interested in understanding more about how we do this get in touch now.
Find out more about the connection between consumers and behavioural economics in our latest report on the top trends driving consumer behaviour. Download it here.
By Phil Monks
Deputy Creative Director