Page 68 - Decoding Decisions ~ Making sense of the messy middle

68 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

Supercharging the second‑choice brand

Having explored a variety of behavioural biases across a range of categories,

we next wanted to see how much more brand preference could be won
if second favourite brands were “supercharged” with strong expressions
across all six biases.

The shampoo category is an interesting case in point. First choice shampoo
brands proved surprisingly resistant when the second choice brand was
introduced, losing only 25% – less than were prepared to switch in high-cost
categories like cars and mortgages (figure 13).

Figure 13

1st choice brand 2nd choice brand

100
100 25
75
75
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,
shampoo category.

Source: Google / The Behavioural Architects. 10,000 simulated shampoo purchase scenarios. n=1,000 category buyers, UK online shoppers, aged 18-65.