{"id":9523,"date":"2022-12-15T08:41:34","date_gmt":"2022-12-15T06:41:34","guid":{"rendered":"https:\/\/www.antartika.it\/news\/bias-cognitivi-marketing\/"},"modified":"2022-12-15T16:51:00","modified_gmt":"2022-12-15T14:51:00","slug":"cognitive-biases-marketing","status":"publish","type":"post","link":"https:\/\/www.antartika.it\/en\/ideas\/cognitive-biases-marketing\/","title":{"rendered":"Inside the Customer’s Mind – Cognitive Biases to Know for Marketing"},"content":{"rendered":"\n

TLTR<\/strong><\/p>\n\n\n\n

Studying how our brains make decisions can be incredibly useful for gaining prospects and new customers<\/p>\n\n\n\n

Telepathy or Neuroscience? What is a Bias?<\/h2>\n\n\n\n

If you’re a marketer or involved in corporate communication, I’m sure you’ve thought about it at least once: how great would it be to get inside the minds of prospects to understand what they’re thinking, so you can be more persuasive in selling your services and products!<\/strong><\/p>\n\n\n\n

The good news is that you don’t need to kidnap customers, take them to an improvised operating room in your office, and start dissecting them (at that point, violating privacy policies<\/a> wouldn’t be the only crime you’d be committing).
Fortunately, over the last few decades, cognitive sciences have made huge strides,<\/strong> discovering many ways our brain processes information and makes decisions.<\/strong><\/p>\n\n\n\n

A very interesting (and increasingly popular) topic is that of cognitive biases:<\/strong> perhaps you’ve heard of them. In simple terms, biases are mental patterns through which we make judgments quickly, efficiently, and\u2026 a bit irrationally!<\/strong>
Yes, irrational: because decisions made through biases aren’t the result of slow, thoughtful thinking based on statistical analysis, well-formatted case studies, and careful studies. They are caused by instinctive and partly uncontrollable dynamics.<\/p>\n\n\n\n

Due to this characteristic, psychology often studies biases by focusing on the evaluation errors they can lead to<\/strong> (in this regard, the work of Nobel laureate Daniel Kahneman<\/a> remains essential).
However, it would be wrong to simply talk about “biases” as a source of gross errors. <\/strong><\/p>\n\n\n\n

Throughout our days, we make hundreds and hundreds of decisions (“Turn right or left?”; “Plain coffee or macchiato?”; “Wear the red sweater or the green one?”). If we had to analytically and rigorously reason for each of them, considering all factors at play, the advantages and risks of each option, we’d end up with a major headache by evening. These mental shortcuts, therefore, aren’t always an enemy to fight against.<\/strong><\/p>\n\n\n\n

Especially for those working in marketing, studying cognitive biases is a huge opportunity to understand how to craft content <\/strong>based on concrete thought patterns. It’s a way to deeply understand why a customer completed a purchase, how they processed information, why they are attracted to one brand over another.<\/p>\n\n\n\n

Below, we list some of the main cognitive biases you should consider next time you redefine your marketing strategy!<\/strong><\/p>\n\n\n