Page 73 - Decoding Decisions ~ Making sense of the messy middle

73 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

With a much higher impact from the introduction of the second choice brand,
it’s perhaps unsurprising that when supercharged with powerful expressions
of all six biases, the favourite package holiday brand found itself unable to
hold on to much of its preference share. In total, the supercharged second
favourite brand managed to draw away 88% of shoppers, attracted by limited
availability, positive reviews, and similarly boosted expressions across the
board (figure 18).

Figure 18

1st choice brand 2nd choice brand

100
100 34 88
75

50 66

25

12
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, package
holiday category.

Across our 31 categories, when second favourite brands were supercharged
with all six cognitive biases, the result was a profound shift away from the
favourite. Even the stickiest category, mobile network provider, retained less
than a third of first choice preference.

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