Page 71 - Decoding Decisions ~ Making sense of the messy middle
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71 CHAPTER 4 INFLUENCING THE MESSY MIDDLE
However, when we supercharged the second favourite detergent brand with
a range of powerful expressions aimed at our cognitive biases, such as a
BOGOF offer, five-star reviews, and an endorsement from Which? (a UK
brand that provides impartial testing, reviews, and advice), the impact was
profound. Boosted with everything we could throw at it, the second choice
won 78% of shopper preferences, in a category where the first choice
brands had proven relatively resilient to the mere introduction of the second
choice (figure 16).
Figure 16
1st choice brand 2nd choice brand
100
100 24 78
75
76
50
25
22
0
Stated 1st choice brand Introduction of 2nd choice brand 2nd choice brand “supercharged”
Transfer of preference from first choice to second choice brand – bias supercharging analysis, detergent category.
Shampoo and detergent are both fairly low-cost, low-complexity purchases
that we make several times a year at a minimum. But what about a big-ticket
purchase we only make once a year?
Source: Google / The Behavioural Architects. 10,000 simulated detergent purchase scenarios. n=1,000 category buyers, UK online shoppers, aged 18-65.
