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Cognitive Biases in Action: Familiarity Breeds Content

Jul 08, 2021

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Business

Sandeep Mathias

Do you consider yourself a rational, logic-driven person? Most of us do. Unfortunately, while most of us don’t want to admit it, even the best logic is usually tainted by emotions—emotions that we often don’t even realize are twisting our thinking. In psychology, they refer to these emotional influences as “cognitive biases”. While the existence of cognitive biases is a blow to the rational mind’s ego, if you understand them, they are actually an incredibly powerful construct for understanding yourself and your customer base. This makes them incredibly useful tools in your marketing toolbox. Let’s take a look at what cognitive biases are, how they work and a few cognitive biases you can put to work in your own marketing campaigns!

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To be honest, we’ve just scratched the surface of cognitive biases. Psychologists have identified literally hundreds of cognitive biases, many of which can be used to improve the performance of your marketing. The key is to understand how different cognitive biases affect your specific customer base’s purchasing behavior. Each customer base is unique and is influenced to different extents by different biases. But, if you take the time to figure out what factors influence their thinking, you can use that to get them to feel like your business is the best fit for them and their needs.