* How We Decide Between Two Choices*
* How We Decide Between Two Choices*
H/T David Amerland
When two choices seem equal, they are not.
Important read.
What marketers, advertisers and brand managers need to remember from this is that consumers faced by choices of equal value, like let’s say two different brands of chocolate offered at the same price will choose one but the choice will have now changed their preference so in future they will automatically go for the brand they chose the first time even if, now it is a little more expensive than its competitors.
Because the initial choice is subjective (i.e. emotional) using objective marketing points in order to sway a consumer’s decisions is not going to work. After the decision has been made using inducements to get the consumer back is not going to work.
#thesnipermind
Originally shared by David Amerland
Decision Science
How we decide between two choices of equal value reveals our preferences, values and what we will do next.
https://thesnipermind.com/blog/how-we-decide-between-two-choices.html
H/T David Amerland
When two choices seem equal, they are not.
Important read.
What marketers, advertisers and brand managers need to remember from this is that consumers faced by choices of equal value, like let’s say two different brands of chocolate offered at the same price will choose one but the choice will have now changed their preference so in future they will automatically go for the brand they chose the first time even if, now it is a little more expensive than its competitors.
Because the initial choice is subjective (i.e. emotional) using objective marketing points in order to sway a consumer’s decisions is not going to work. After the decision has been made using inducements to get the consumer back is not going to work.
#thesnipermind
Originally shared by David Amerland
Decision Science
How we decide between two choices of equal value reveals our preferences, values and what we will do next.
https://thesnipermind.com/blog/how-we-decide-between-two-choices.html
We can see how the brain makes decisions and we now understand some of the problems of marketing in the past, better. Zara Altair
ReplyDeleteDavid Amerland Important distinctions that bring marketing to the human level. :)
ReplyDeleteZara Altair yes, we're actually at the stage now where we can truly see what the word "human" brings to the table and how it changes the entire dynamic. It is both refreshing and a little challenging because we've been through 100 years of marketing when it could safely be ignored.
ReplyDeleteDavid Amerland Yes. Refreshing for us. It ups the game on the education component of working with clients. Some just don't want to think that way. :)
ReplyDeleteZara Altair Understandably most won't. It requires a reset which needs rethinking and it all feels disruptive and needless when we can just turn the "more" dial up a little bit. Unfortunately this is not how these things work. So, at some point they will have to bite the bullet and explore how to do something different.
ReplyDeleteDavid Amerland Resounding, yes! :)
ReplyDelete