Consumer Confusion
Hybrid effect with multiple underlying causes. Consumer confusion is a state of mind that leads to consumers making imperfect purchasing decisions or lacking confidence in the correctness of their purchasing decisions. Choice Overload (Paradox of Choice) – Occurs when the set of purchasing options becomes overwhelmingly large for a consumer. Similarity – Similarity is where …
Dopamine & Delight
Understanding dopamine’s role in decision making is critical. Humans make decisions, which are far more complicated than other animals, and dopamine is thought to be a key contributor to the relative importance of “gut feeling” over rational thought. Dopamine signals the expected pleasure from future possible events and this signal then informs our choices. Building …
Emotion & Decision Making
When the outcomes of a decision are uncertain, emotions play a role in guiding it. Emotions are the tools we use to simplify the world into heuristics, or general rules of thumb, as they allow our brains to take shortcuts and approximate rational thinking. Fear and anxiety detect risky choices, this is why we need …
FBM: Ability Simplicity Chain
Time- If a target behavior requires time and we don’t have time available, then the behavior is not simple. Money – a target behavior that costs money is not simple. That link in the simplicity chain will break easily. For wealthy people, this link in the chain rarely breaks. In fact, some people will simplify …
Conditioning & Association
By pairing a product with a specific stimulus, the product will, through conditioning, become emotionally associated with the characteristics of the stimulus. E.g. Showing customers an image of a car in the context of a lovely pastoral scene will cause a conditioned emotional response to the car consistent with the positive emotional response to the …