Page 61 - Decoding Decisions ~ Making sense of the messy middle

61 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

The low‑hanging fruit of behavioural science

Many of the biases we tested are even easier to execute, requiring neither

large volumes of customer ratings, nor a memorable way with words.
In fact, several can be implemented through basic copy and design
modifications alone.

Many of the biases we tested

are even easier to execute,

requiring neither large volumes

of customer ratings, nor a

memorable way with words.

Category heuristics

Category heuristics are powerful and relatively simple to implement. In our

simulation, they achieved the largest or second-largest effect in 14 of 31
categories. In the scientific literature, category heuristics are defined as
shortcuts or rules of thumb that help people make decisions – vital pieces of
information that help clarify our options, such as the amount of memory in a
laptop or the number of carats in a diamond.