Page 63 - Decoding Decisions ~ Making sense of the messy middle
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63 CHAPTER 4 INFLUENCING THE MESSY MIDDLE
Category heuristics also proved to be a decisive factor in the finance vertical,
achieving the greatest transfer in share of preference for both mortgages
and car insurance categories. In these highly structured products, our
simulations show that consumers are particularly attuned to look for
characteristics such as the duration of a fixed rate or the treatment of
no-claims status (figures 7 and 8).
Figure 7
1st choice brand 2nd choice brand
100
100 33 49
75
67
50
51
25
0
Stated 1st choice brand Introduction of 2nd choice brand 2nd choice + stronger category heuristic
Category heuristics tested: “28 month fixed rate” and “5% deposit” (mortgages). Transfer of preference from first
choice to second choice brand – category heuristics analysis, mortgage category.
Figure 8
100
100 40 68
75
50
60
25
32
0
Stated 1st choice brand Introduction of 2nd choice brand 2nd choice + stronger category heuristic
Category heuristics tested: “no claims protection” and “autorenewal not required” (car insurance). Transfer of
preference from first choice to second choice brand – category heuristics analysis, car insurance category.
Source: Google / The Behavioural Architects. 10,000 simulated mortgage purchase scenarios, 10,000 simulated car insurance purchase scenarios. n=1,000
mortgage buyers / 1,000 car insurance buyers, UK online shoppers, aged 18-65.
