thinking: people are doing it wrong!
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Thinking:People are doing it wrong!How cognitive biases and mental heuristics help to sell more.Priit Kallas, Dreamgrow
Estonia
Deeper understanding of human behavior
Where and when we get the message has an effect on the result. Office, home, car, mobile, desktop...
People don’t think!
Anchoring EffectFirst bit of information establishes a range of possibilities.
Everything that follows will be anchored by that opening information.
$20,000
website
18250
10,200 € or 12,100 €
Less-is-better effect
Availability heuristicWe overestimate the
importance of information that is available to us.
Running ads for winter tires when
there’s a news about car crashes
Endowment EffectYou are less likely
to give up something you own, than you
would bewilling to pay
to get it.
Using Endowment Effect• Scoring points• Provisionally awarded bonus• Need for consistency• Sunk cost fallacy• Loss aversion
We aspire to round number goals
IKEA effectDisproportionately high value on things that you partially assemble, such as IKEA furniture...
... regardless of the quality of the end result.
Just add water!Give people easy first steps to put in their own effort.
Loss aversion
Choice-supportive biasWhen you choose something, you tend to feel positive about it, even if the choice has flaws.
Post-purchase rationalizationPeople persuade themselves through rational argument that a purchase was a good value.
576ppi
Samsung Galaxy S5 LTE-A
Unit bias
We believe that there is an optimal unit size
Small site, no data?Important to understand what makes users tick.Talk with them, involve them in the process.
Teaching and using statistics did not develope an intuitive sense of the reliability of statistical results in small samples.Our judgments were biased...- Daniel Kahneman
Confirmation bias
We search, interpret, and recall information in a way that confirms our beliefs and hypotheses.
Observer-expectancy effectWhen a researcher expects a given result and therefore unconsciously manipulates an experiment or misinterprets data in order to find it
Hyperbolic discountingPeople want an immediate payoff rather than a larger gain later.
The Current Moment Bias
Some of us would rather experience pleasure now, while leaving the pain for later.
Bias blind spots
We see cognitive biases more in others than in ourselves.
A bat and ball cost $1.10.The bat costs $1 more than the
ball.How much does the ball cost?
10¢
5¢
Your name here
But you don’t need that...
Conversion Ninja
Picture superiority effectConcepts learned by viewing pictures are more easily and frequently recalled than those that are learned by viewing their written word form counterparts.
Conversion Ninja
Conversion Ninja
Cognitive biases and mental heuristics
• 92 Decision-making, belief, and behavioral biases• 26 Social biases• 51 Memory errors and biases
• https://en.wikipedia.org/wiki/List_of_cognitive_biases
• https://en.wikipedia.org/wiki/List_of_memory_biases
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