No piece of information is processed neutrally, and instead, consumers are swayed by contextual clues. Sure, you can communicate all you want in a tiny space, but the confidence of a double page spread or a 60” TV ad says a lot more about the brand. Ad design suffers because the way brand managers approve ads is at odds with how consumers experience them. As Deputy Head of Evidence at the media agency Manning Gottlieb OMD, he works with some of the world’s leading .

By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. As Ludwig von Mises, an Australian economist, once said, “ If you run a restaurant there is no healthy distinction to be made between the value you create by cooking the food, and the value you create by sweeping the floor”. In an experiment, people were prepared to pay 28% more for a Cobra beer when the comparator base was wines not beer. I have long thought that the cycling industry is far too addicted to discounting, and I am as guilty as the next person.Like in much of The Choice Factory the premise of this bias is clear, almost obvious – consumers are influenced by the behaviour of their Peers, it is in Shotton’s exploration of the bias however that insight can be gained. Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. In his book, which is an overview of how behavioural science experiments can be applied to marketing and advertising, he runs through the . Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. If British Airways had directly claimed they were luxurious, Festinger’s theory suggests consumers would scour their memories for counter-arguments.

The contagious effect of humour explains the results of a 1991 experiment conducted by University of Houston psychologists, Yong Zhang and George Zinkan. Your main task this afternoon is to interview the last two candidates for the position of manager on your team. Find unique ways of reaching your target audience — Define your media auction criteria in new ways and avoid the standard way of demographics (e.The Choice Factoryemploys robust behavioral science in an approachable manner to demonstrate how you make and influence decisions. Double edged sword – Localisation is relevant enough to attract attention, without being personal enough to offend. The psychologists’ hypothesis was that the brain is adept at generating counter-arguments that maintain its existing opinions, but when the brain is distracted that ability is hampered. They are not looking for perfection and are more driven to avoid the negative of a product being rubbish).