January 15, 2020 | Posted by
If you have logged into any social media accounts recently, you may see confirmation biases in effect. In addition to the online political debates of family members, confirmation bias is everywhere these days, although you may not always see its impact directly.
Because confirmation bias is an inherent part of the human brain, certain elements of it can benefit marketers and consumers. However, no matter what measures are taken, it may cast a shadow over our marketing decisions and have a negative impact on our potential customers. Keeping confirmation bias at the forefront of our decision-making process is essential to being an effective and ethical marketer.
What is confirmation bias?
Confirmation bias is the tendency of humans to interpret any information as a verification of your existing beliefs.Essentially, the confirmation bias is Internally “yes” He agrees that everything you think is true, and all the evidence proves it.
For example, suppose you believe that all artists are carefree and whimsical. When you meet a carefree person who happens to paint by accident, your brain will say: “Ha! I know. All artists are like this!” Confirmation bias will not only affect the way we interpret information, but also It will affect the way we observe and recall situations, people, places, etc.
“People who support or oppose a particular issue will not only seek information that supports the issue, but they will also interpret news stories in a way that upholds their existing thinking.” MS Kendra Cherry says, A writer, education consultant and speaker, dedicated to helping students learn psychology.
Confirmation bias may affect our entire worldview.
How does marketing benefit from confirmation bias?
As marketers, we are in a unique position to help inform target audiences’ beliefs about our products and services, and then provide evidence that confirms those beliefs. This is why we think that big brands are more fancy than store-branded generic drugs. This is why we still buy and consume most vitamin supplements even though research proves that most vitamin supplements are useless.
Find pain points and highlight your solutions
In an example Rich Shaw It points out how Holiday Inn Express attracts people’s attention to the usual mundane shower heads in hotels. Hashaw pointed out that in any other hotel stay, he would not notice the shower head-just went in, took a shower, and then got ready to go to bed. However, since the hotel chain’s ads are full of praise, Harshaw made sure to check the shower head, try different settings, and further appreciate the shower experience:
“They tell you that the sprinkler is the most important thing since the thinly sliced bread. Then, when you actually enter the shower, you will not only notice the sprinkler (Under normal circumstances, it will be completely ignored), you can also explain the evidence (large size, delicious sound settings, High pressure) to prove that it is really great. “
In marketing, we can solve specific pain points that customers may not even know. Expose how our products or services solve this problem for them. The product development and marketing circles generally believe that no one knows that they need an iPad, but here, we now use tablets in our daily lives.
Strengthen brand image
Similarly, once we have reached a certain brand awareness, we can use confirmation bias to strengthen consumers’ “knowledge” of us. Most people associate Amazon with everything needed for fast delivery (from toothpaste to furniture, etc.) .
Therefore, even if Amazon’s shipment delays the consumer’s package by one or two days, they may still purchase the product from the online retailer because the confirmation deviation tells them that it is a one-off, or in fact the delivery is still very fast- Even in this case, we could have gone to the store to get the product faster.
People associate themselves with the brand
If you have ever tried to convince Mac users to try PC or PC users to switch to Mac, you may have encountered this phenomenon. Once people begin to associate their identity with a brand, they adopt the assumption of confirmation bias that never changes the brand.
why is it like this?according to Aaron Brooks“It’s because they associate themselves or people who aspire to be the brand with themselves.” If someone identifies themselves as an outdoor person and buys shoes, jackets and backpacks from REI (even if they haven’t gone hiking or leather Rowing boats), marketing to their ideal selves can also help cement this connection-no matter how this resonance occurs between their actions and beliefs.
These elements of confirmation bias in marketing (telling potential customers what their problems are and how we can solve these problems are the main solutions) can be mutually beneficial. However, we should pay attention to the factors of confirmation bias in marketing in our daily work.
Should marketers avoid confirmation bias?
Although confirmation bias can be beneficial to us, for marketers, we should always be aware of certain elements of this phenomenon. Not only will it affect our work performance, but it will also stifle innovation and prevent us from growing and trying.
Target the imaginary audience
In his 2017 article “Your brain is lying to you” Michael Aagaard talked about the confirmation bias trap that marketers are most likely to fall into. Aagaard said that to truly understand the target audience, this is the job of marketers-how they feel, what they want, what are their biggest pain points, and so on. However, we must do work to truly understand the feelings, needs and needs of those target audiences. The pain point is.
Marketers usually assume that certain issues are important to our target audience based on their confirmation bias, when in reality they are not. Aagaard said: “If we are not cautious, confirming bias can benefit us a lot, and ultimately we can market to fictitious target audiences based on our own assumptions and biases.”
As a result, you may miss important marketing elements, which are the main pain points of your consumers-just based on assumptions. It is vital to actually talk to the target audience to understand what is important to them and how they can find a solution to the problem.
Stifle marketing innovation
In addition to the lack of markup for our audience, confirmation bias also stifles marketing creativity, innovation and testing.according to Will Burns’ thoughts“Confirmation bias is the force we exert on reality to maintain it, prevent it from changing and make us feel better about it.”
The confirmation bias is a small voice in the back of your head that says: “No A/B test. I know which one works best.” Usually, these tests do prove our mistakes and show us that our assumptions are not. Always correct, or tell marketers to include only positive indicators in their reports, those negative indicators may try to tell you something!
By responding positively to confirmation deviations, we will become better marketers, cover more target audiences, and bring better results.
How does confirmation bias harm consumers?
Netflix’s recent documentary “The Big Hack” talked about how confirmation bias in social media marketing became an important part of the 2016 election. Ads that fuel their existing prejudices and assumptions about others.
The strategy is to create a social media echo chamber to reflect people’s prejudice against their “adversaries.” The result is that this strategy pushes the opponent farther by plundering the opponent’s confirmation bias.
It is not only important for marketers to understand their confirmation bias, but it is also important to consider the ethics of using confirmation bias as a harmful marketing strategy. Because confirmation bias is inherent in all of us, the only way to solve it is to publicly acknowledge its existence.
Confirm our conclusion
“The first step in dealing with confirmation bias is to always exist. It may affect our decision-making every day, even if not every hour. Therefore, being aware of this may loosen our rule,” said Wilburns.
Confirmation bias is an inherent function of the human brain. It can help us quickly synthesize information, otherwise this information may take up too much brain power and waste time. However, if this evolutionary feature is mixed with modern marketing elements, it is possible to go right or wrong.
It is essential that, as marketers, we know that we have to use confirmation bias in the target audience and daily work, whether it is a positive or negative impact. Ask yourself some terrible questions that will challenge your perspective or make you uncomfortable with change. By confirming at the forefront of marketing decisions, we will become a better marketer and have greater affinity with the target audience.