On any given day, I’m juggling my schedule, my children scheduled, making breakfast, and getting everyone ready for something, all while ensuring activities don’t conflict with each other and that we get to them on time. Aside from the chaos, I consistently receive notifications on the latest deals on Amazon Prime or Costco (which now offers same-day delivery). My busy lifestyle is an example of how my interactions with brands or the decisions I make are based on subconscious cognitive biases. How we perceive products or services can guide our purchasing behavior. Learning the influence of cognitive biases. on a consumer can help us marketers create more persuasive communications that are relatable to consumers like myself, who need all the help we can get.

Today, we will discuss some examples of cognitive biases:

Halo Effect

This is when we have a positive perception or attitude towards a brand or organization. For example, Amazon Prime, regardless of the increased annual Prime membership, I continue to use their services due to my feelings towards fast 2-day or sometimes one-day shipping. It allows me to purchase last-minute gifts or school supplies.

Groupthink

Define a socially based bias to maintain conformity or harmony when a person will make a decision or purchase. For example, my husband joined a CrossFit gym at 6:30 AM because his friends had begged him to join. This cognitive bias can be dysfunctional or irrational, even if it’s far from the house and when we need to get our children ready for school.

Anchoring Bias

This occurs when consumers base their decision on the first piece of information they come across. For example, I have been interested in the Oura ring; it’s typically $499 for the one I want. But now, with Prime Day, it’s 20% off. The perception of a discount is anchored by knowing the original MSRP. Therefore, the anchoring effect is present because the sales prices make it more attractive to consumers who have been on the fence about purchasing.

Cognitive biases subconsciously shape how we choose or recognize a product or service. Understanding these. helps marketers communicate and illustrate items that relate to the targeted audience to help them navigate purchasing decisions. This will ultimately create successful marketing strategies and a happy, informed consumer.

Click here to learn more about the author and last week’s post.