Once we have formed a view, we embrace information that confirms that view while ignoring, or rejecting, information that casts doubt on it. Confirmation bias suggests that we don’t perceive circumstances objectively. We pick out those bits of data that make us feel good because they confirm our prejudices. Thus, we may become prisoners of our assumptions.
When it comes to working with confirmation bias in-store there are a number of considerations and opportunities, for example:
- What’s the story – Identity what it is that shoppers want to hear about your category and make your brand the key owner of the most important attributes.
- Tell, tell and tell again - Repeated advertisements and product placements convince shoppers that a particular product is really good. When they go into a store, see it on a well-designed display, they are more likely to really want the item wanting this item you don't need.
- Remind shoppers - Make sure to find ways of reminding shoppers who buy your brand of the good choices they’ve made (positive affirmation).
Nobody likes to feel like a fool. Therefore, make sure that shoppers see themselves as smarter and savvy by purchasing your brand. And remind them as often as you can about the good choices they’ve made.