FREE guidE
Download

No.5 of 36 Automation Bias

Automation bias is the propensity for shoppers to favour suggestions from automated decision-making systems and to ignore contradictory information made without automation, even if it is correct.

Automation bias refers to a specific errors shoppers make in highly automated decision making contexts, when many decisions are handled by automated aids (e.g. when the checkout operative scans your numerous items and the till just tells you the total cost, discounts and offers factored in too).

Automation bias occurs when the brain of the shopper is only there to monitor on-going tasks. Errors occur when the shopping brain does not notice an automated decision aid failure (e.g. when the checkout fails to pick up on a special offer).

There are three main factors that lead to automation bias. First, the human tendency to choose the easiest mental approach to decision-making. Second, the tendency of humans to view automated aids as having an analytical ability superior to their own. Third, the tendency of humans to reduce their own effort when sharing tasks, either with another person or with an automated aid.

With bricks and mortar store and online becoming ever more automated, you need to provide shoppers with trustworthy automation to ensure they are free to safely employ this bias. If your store/brand/website is to hard to think about, they might well go elsewhere. Here are ways to address automation bias.

  1. Communicate trust at all stages – The more shoppers trust your automation, the more they will be happy to apply automation bias, ergo the more they will like your brand.
  2. Address any errors quickly and effectively - We’ve all seen it, a special offer that says 1 product for £1 of buy 2 for £2.50. Such spreadsheet related errors are a sure-fire way to lose the trust of shoppers.So go beyond just correcting the error, make a song and dance how it will never happen again (think Tesco horse meat scandal of a few years ago).
  3. Make it easier – Analyse the purchase process and see whether in the current day and age, you can introduce automation that will make it easier to buy. Self-checkouts are note easier, they simply save the retailer money in terms of staff costs. Conversely, Washed, prepared and bagged vegetables are easier to prepare and consume, shoppers trust the customisation and pay a premium for it.

In summary, automation bias can be a good thing for both brands and retailers; as long as it works and is trusted by shoppers. Lose the trust, lose the shoppers!

About Phillip Adcock

My name is Phillip Adcock: I have more than 30 years of human behavioural research and analysis, and have developed a unique ability to identify what it is that makes people psychologically and physiologically 'tick'.

Would you like to know more about how shoppers and consumers think? Download my FREE guide now. Alternatively, check out www.adcocksolutions.com, where there are more FREE downloads available there. Or why not simply email me with what's on your mind?

If you think there is value in this article then please, please share it, thank you.

Phillip Adcock
Psychology & Behaviour
Change Consultant

Are you fascinated by how shoppers think?

If you’re as fascinated by how shoppers think as I am, check out my books on Amazon for more insightful, provocative and stimulating information.

More from Brainsights

Consumer Behaviour is Changing

As we all know, Covid-19 had and is still having massive impacts on consumer behaviour. Shopping experiences have changed and retailers have had to adapt.

Read Story

Tell me about a time you 'FAILED'!

How do you answer “tell me about a time you failed”? Here are some tips and strategies for crafting a compelling answer.

Read Story

Becoming an Entrepreneur

Stop thinking about when you might go it alone or leave the corporate rat-race to be an entrepreneur, just do it!

Read Story

Get the latest brainsights straight to your email box

We will never share your email address with third parties.