Easy definition of cognitive biases
Cognitive bias is a form of thinking that deviates from logical and rational thinking. These thoughts facilitate decision-making , but tend to alter our judgment, to influence our choices: we then speak of “distorted judgment”. Cognitive biases are initiated by our brain : in fact, to take action or give meaning to complex reasoning, it will use unconscious subjective beliefs, or “mental shortcuts” .
Cognitive biases are innate and unconscious : this is why they are particularly used as persuasion techniques.
How are cognitive biases used in marketing?
We will look at the 5 biggest neuromarketing principles or biases, particularly used as persuasion techniques to sell more and sell better!
Rarity bias
A powerful persuasion technique, scarcity bias is based on the we spent the rest of the evening getting following principle: anything that is rare, inaccessible , etc., has greater value in our eyes! This is the case, for example, with temporary content, products, or services. Better still, the fact that the product’s quantity is decreasing pushes us to attribute greater value to it.
Scarcity bias is linked to FOMO, the fear of missing out. Used sparingly, it’s a powerful marketing tool. Be careful, though: it can create stress and lose credibility if the scarcity is “artificial.”
Example of scarcity bias:
The countdown on websites, indicating the end of a current promotion. Booking.com is the perfect example! Or the launch of limited editions in ready-to-wear brands 😊
Principle of commitment & consistency
When the consumer expresses themselves (speech or actions), they then seek to act in accordance with their commitments. The goal is to encourage the person to engage with you ever more deeply : first, you make a small request (subscription on social networks), then you increase the “value” of the commitment little by little (newsletter subscription, discounted offer, then purchase of a premium package).
Example of the engagement principle:
Freemium offers. The goal is to allow customers to test part of the product for free, or at a mobile list reduced price. The first engagement is created with the consumer; the next step is to deliver enough value to convince them to stay (or purchase the entire product).
Reciprocity bias
“You give to me, so I give (back) to you”: this is the principle of reciprocity bias. This is based on a norm that governs our society . When someone grants you a favor, you owe them a service in return. We feel like we are bound by an “imaginary contract” 😉