When we have strong positive emotions about a brand we seek supporting evidence and ignore contradictory facts. 7 unconscious errors we make when buying brands by Douglas Van Praet
Lessons
Our rational mind is always looking for evidence to support our dominant beliefs… the stronger the emotion, the stronger the belief, and the greater the tendency to seek out supporting evidence. This confirmatory bias is why we often… Read More
We are convinced by advertising based on consistency and coherence, not the quality and quantity of information. The best ad campaigns involve a simple clear emotionally evocative idea repeated over and over again. Less is in fact more…. Read More
We make decisions based upon the memories of our experiences — not the actual experiences. How we feel about a brand largely depends upon our memory of the experience provided by the brand, not what actually happened. These… Read More
Questions inadvertently tell people what to think about. Raising something as a question pushes it into the conscious mind for a conscious response. It frequently makes a presumption about how relevant or interesting that issue is to the… Read More
On a daily basis, you frequently make an unconscious decision not to do something new… …to put your shoes on in the same order… …to buy the same newspaper every day… …to watch an episode of a television… Read More
There is little point in asking a television viewer what he thinks of a new program’s title, if it contains words that his unconscious mind would pass over and filter out of conscious appraisal at the moment of… Read More
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