Oct 2, 2014
What’s behind the decisions your customers make to click, buy and share? According to The Advertised Mind, neuromarketing is the root of why people make decisions. “Our unconscious mind – not our conscious mind – drives how we respond to ads, brands and products and, ultimately, drives all our buying decisions. Customers don’t really know why they buy what they buy, which is why traditional market research falls short.”
If our unconscious mind really is the driving force behind how we respond to decisions, marketers need to get to grips with the main psychological traits that can influence their customers’ perceptions of their brand, products and advertising. We bring you the top three unconscious triggers that can affect your online marketing and offer some solutions on how to make the most of them.
The Halo Effect is a cognitive bias that influences our overall impression of person or brand based on a previous experience we’ve had with them. For example, if a person is physically attractive and outgoing they can also be seen as funny, intelligent and kind, even if this is not the case.
Once a customer has formed an initial impression of your brand or product, all of their future impressions could be influenced by it. This can be problematic if your customer’s initial impression is negative, or even if it’s only mediocre. Marketers should aim to create a fantastic and memorable first impression of their brand and carry it throughout the sales funnel.
Belief Bias means that people are quick to reject conclusions because they sound extreme, outrageous and downright unbelievable. This can happen even when people are presented with logical facts and statistics.
Your customers might not believe an impressive claim you make on your landing page, even if it’s true and backed up by facts and data.
The Framing Effect proposes that people are more likely to take risks when an outcome is presented as a loss. They also tend to avoid these same risks when an outcome is presented as a gain.
As marketers, sometimes we are too quick to jump to the benefits of our products or brands when creating marketing collateral and online advertising. Maybe it’s best to take a pause and think: Would this ad work best if I framed it as an avoided loss instead of a direct gain? Of course, this depends entirely on your target market, their desires and their subconscious fears.
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