Page 74 - Decoding Decisions ~ Making sense of the messy middle

74 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

As we saw in the earlier cross-category summary, financial products
such as car insurance, ISAs, and credit cards prove to be among the most
susceptible to a transfer of preference away from favoured brands, while
FMCG products such as moisturiser and breakfast cereal were among the
most resilient (figure 19).

Figure 19

1st choice brand 2nd choice brand

100
72 73 74 75 75 76 76 77 77 77 78 79 83 83 83 85 85 87 87 87 87 88 88 89 89 89 89 90 90 91 94

75

50

25 28 27 26 25 25 24 24
23
23
23
22
17 21 17 17 15 15 13 13 13 13 12 12 11 11 11 11
0 Cereal Car Cinema Whisky Cat food Clothing Car hire TV Laptop Sofa Hotel Make-up 10 10 9 ISA 6
Mobile network provider Face moisturiser Mortgages Smartphone Detergent Flights - long haul Fitted kitchen Power drill Flights - short haul Children’s toy Broadband provider Package holiday Mountain bike Credit card Energy provider Shampoo Bathroom suite Car insurance

Transfer of preference from first choice to second choice – bias supercharging analysis, all categories.

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.

Source: Google / The Behavioural Architects. 310,000 simulated purchases. n=31,000 category buyers, online shoppers, aged 18-65 (31 categories, 1,000
respondents in each). Numbers may not add to 100 due to rounding.