Applying behavioural science in marketing

7 Cognitive biases you can leverage today

Our latest report, Applying Behavioural Science in Marketing, shares seven cognitive biases that you can use to take your marketing to the next level today.

Professor Dan Ariely humorously refers to us as ‘predictably irrational’, mocking the human tendency to make suboptimal decisions in predictable patterns. This is why marketers cannot afford to ignore behavioural science – it is the tool for unpacking these decisions and can shed light on why people buy or don’t buy your brand.

We offer practical explanations, advice and examples of:

  1. Status quo bias: A preference for things to stay as they are and resistance to making an effort (also known as defaults).
  2. Bizarreness effect: Things that are bizarre (especially those that are incongruous out of context) stand out and are more memorable.
  3. Authority bias: An irrational trust in the judgment of experts.
  4. Herd behaviour: Desire to mimic the behaviour of others.
  5. Hyperbolic discounting: Irrational emphasis on what matters today and a preference for immediate payoffs.
  6. Anchoring: We use benchmarks to evaluate options, no matter how arbitrary the anchors may be.
  7. Reciprocity bias: We respond in kind to even the smallest act of generosity or altruism.

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