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No.11 of 36 Confirmation Bias

Confirmation bias is the tendency for the brain to value new information more if it supports existing ideas and beliefs.

Once we have formed a view, we embrace information that confirms that view while ignoring, or rejecting, information that casts doubt on it. Informally, confirmation bias is sometimes referred to as wishful thinking.

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:

  1. What’s the story? Identify what it is that shoppers want to hear about your category and make your brand the key owner of the most important attributes. Confirmation bias will set in and shoppers will be more likely to become consumers because they feel that your product meets their desires.
  2. 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 and see it on a well-designed display, they are more likely to really want the item, even if it's something they don't really need.
  3. Remind shoppers. Play on confirmation bias as a means 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.

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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?

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Phillip Adcock
Psychology & Behaviour
Change Consultant

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