Page 57 - Decoding Decisions ~ Making sense of the messy middle

57 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

This example (figure 3) simulated a car purchase (for an SUV specifically)
– a decision into which several considerations, such as safety, reliability,
efficiency, and performance might reasonably intrude.

Figure 3

1st choice brand 2nd choice brand

100
100 30
75
70
50

25

0
Stated 1st choice brand Introduction of 2nd choice brand
Transfer of preference from first choice to second choice brand after introduction of second choice brand,
car (SUV) category.

In this chart we can see that when a second favourite brand was introduced
as an option, 30% of shoppers changed away from their first preference.

Of course, for many shoppers the second choice brand also might be
positively associated with many of the factors mentioned above.

Simply giving the shopper the option

to choose their second choice brand

was enough to entice 30% away from

their initial choice.

Source: Google / The Behavioural Architects. 10,000 simulated car (SUV) purchase scenarios. n=1,000 category buyers, UK online shoppers, aged 18–65.