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.

Download our free report: Applying Behavioural Science in Marketing.
Simply fill out the form to get started.

Download our FREE 19 page report


Training Products

An introduction to the power of applying behavioural economics to marketing problems. We’ll immerse your brand and marketing teams in the latest thinking, inspiring and expanding their minds with case studies and knowledge they can put into practice.

View our Training products

Behavioural Design Sprint

Solve big problems and test new ideas in just four days. Based on the proven Design Sprint system created at Google Ventures, a Behavioural Design Sprint enables us to rapidly solve business challenges, and create and test ideas that drive acquisition, activation and retention.

Other must-read reports for brands and retailers