These biases are an effective way to gain consumer attention.
This article suggests how customers’ inherent psychological biases can be used as part of a marketing strategy. Consumers are more likely to align with a brand when they feel its content confirms their existing suspicions.
When dealing with customers’ confirmation biases, conduct market research to understand them in a way they helps a brand craft content confirming their biases to drive conversions. Consumers have a need to feel they’re a part of community, a need arising from bandwagon effect.
To leverage this, companies must utilise social proof and testimonials to convert them. Brands could gain consumer trust and eliminate risk by addressing zero-risk bias by offering money-back guarantees or a results guarantee.
[4 minute read]