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Jul 18, 2019

The Impact of 7 Cognitive Shortcuts On Decision-Making Process

People tend to shorten their decision-making process to simplify the task with some unconscious cognitive processes. There are a great number of brands who compete with each other through various distractions and they make the process even more difficult for the consumers. This is why people follow their instincts as a guide to avoiding the complexity of the process. These instincts or the source of unconscious behaviour can be differentiated in 7 different groups according to research. Those instincts can be the reason why people are not choosing your brand and what your brand needs to have to use those shortcuts according to cognitive biases theory of a behavioural scientist.

Consumer buy what they already know

People repeatedly choose the same products or brands year by year. Because as humans we are prone to go with the default option and do not like to disrupt the status quo. People think that if it works for us once it will work again and let’s not think about it. This is also a stage where consumer loyalty is started to be created. Brands can focus on customer satisfaction and promotions for brand loyalty to be able to make useful this shortcut for themselves.   

People buy what other people recommend or buy 

As human being, we are open to being influenced by other people. Other people provide reassurance for the product that it is a good choice and this creates a very active shortcut in the decision making the process. Influencer marketing is a great tool to create this shortcut into people’s mind. Obviously, brands are using this channel and the effectiveness of the method is quite high if it is used accurately. Ratings and reviews can be also highly important. 

People buy with their heart instead of with their head

The emotional effect of the advertisings are well-known fact and there are several examples that create difference regarding branding and perception management. Emotional interactions between brands and consumers create an instinct to convince them what to buy. Brands are phenomenal to use people’s emotions and drag them into their products. The more this is done, the more people have an urge to buy particular products as a part of unconscious cognitive bias. Therefore, the constructed communication between brand and consumer is highly substantial to create this effect. 

People tend to choose the simplest option

In our daily life, we are overloaded by brands, ads and promotions. This cause a cognitive burden of choice for the consumers and the way of escape sounds sweet. This is why simple communication is substantial to not to confuse the consumer. Besides, too much variety in the brand may lead to confusion and it makes people drag into simpler brands. Sales promotions are another subject to touch in regard to this subject. Implemented sales promotion should not be complicated and confusing to reach a positive result.

People buy the most logical option in the context

The Relation between the context and what people buy is quite impressive. People’s mind chose an anchor to compare the other products with that to set a value during their decision making process. In this case, the placement of the products is worthy of notice because it may make a difference in the eye of consumers. 

People buy what will please them at the moment

According to behavioural science, people value today more than tomorrow. Adding immediate value on the product stimulates the peoples’ mind and drag them into buying decision. Fast delivery, immediate free-spending promotions and this kind of options can be useful to influence people’s decisions. 

People buy brands that match their ethics and values

Ethics and values came into prominence effecting the consumer intentions and behaviours lately. This may show a difference from country to country because of the contextual variety of cultures. However, the impact of ethics and values undeniable and it obviously creates shortcuts in their mind while they are making their decisions. Therefore, giving attention to ethics and values makes brands more accountable.