Page 59 - Decoding Decisions ~ Making sense of the messy middle
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59 CHAPTER 4 INFLUENCING THE MESSY MIDDLE
According to our product matrix, the purchase of car insurance is not just less
complicated than a car purchase, it is also less enjoyable. These characteristics
might partly explain the increased impact of the introduction of the second
choice brand, as it suggests the purchase requires lower levels of engagement
and therefore is more prone to switching. Nevertheless, the results are stark.
Below is a chart showing all of the products in our experiment (figure 5),
ordered according to the size of the impact on share of preference when
shoppers were offered the choice of a second brand (the yellow portion
shows the share seized by the second favourite brand when exposed).
Figure 5
1st choice brand 2nd choice brand
100
18 21 24 25 25 28 28 29 29 29 30 30 30 31 31 32 33 33 34 34 35 36 36 36 37 39 39 39 40 42 44
75 82 79 76 75 75 72 72 71 71 71 70 70 70 69 69 68
50 67 67 66 66 65 64 64 64 63 62 61 61 60 58 56
25
0 TV ISA
Smartphone Children’s toy Detergent Cinema Shampoo Mobile network provider Cat food Whisky Energy provider Laptop Broadband provider Car (SUV) Face moisturiser Flights - long haul Hotel Mortgages Cereal Make-up Package holiday Credit card Clothing Flights - short haul Power drill Fitted kitchen Mountain bike Sofa Car insurance Car hire Bathroom suite
Transfer of preference from first choice to second choice brand after introduction of second choice brand,
all categories.
The extent of the impact on share of preference ranges considerably. On the
far left of the chart, just showing up delivered a relatively weaker share of
preference for second choice brands in the smartphone category (18%) than
those who were willing to switch their preference of bathroom suite brand (44%).
Source: Google / The Behavioural Architects. 310,000 simulated purchases. n=31,000 category buyers, online shoppers, aged 18–65
(31 categories, 1,000 respondents in each). Numbers may not add to 100 due to rounding.
