Neuromarketing Services

Availability Bias – The Stories in Our Brains

Do people predict things based on careful reasoning? Can recently heard stories cause faulty predictions and decisions? Cognitive biases affect our predictions of outcomes. We like to think that we take all factors into consideration before making choices. Neuroscience and psychological research shows that our predictions and choices are often based on faulty information. People typically act based on the information they have immediately available. Our fast-thinking emotional brain doesn’t consider all possible options. Instead, it decides quickly and often makes errors.

We Estimate Answers to Complex Problems

Nobel Prize winner Daniel Kahneman, with Amos Tversky, did research on how people predict outcomes. In one study, they asked subjects to estimate the answer to multiplication problems. They presented a series of numbers to be multiplied.

Availability Cognitive Bias

The answers are the same. Few people can do those calculations in their heads. Those who saw the series beginning with 1 predicted much lower totals than the subjects who saw the series that began with 8. Estimates were based on multiplying the first two or three numbers. An easy partial solution affected their guesses.

We Give More Weight to Widely Available Information

Availability Bias Neuromarketing

Are you more likely to be killed by a shark attack or by parts falling from an airplane? Your answer depends on the news you hear. Shark attacks get intensive news coverage. Falling plane parts do not. So, most people worry more about shark attacks, while more actually die from falling parts. Similarly, extensive news coverage about child abductions causes parents to overestimate that risk. We make many decisions based on the information that is most easily available. In marketing, the availability bias can be used to influence consumer decisions in several ways:

Cognitive Biases Work Together in Most Decisions

The availability bias is just one of the brain anomalies that influence consumer decision-making. Success with neuromarketing comes through understanding and using a full range of emotional brain tendencies. It’s not enough to simply focus on one technique. Instead, every web page, social media strategy and online advertising campaign needs to weave together a brain-aware combination. Then you can attract, retain, educate and convert potential customers for revenue-producing sales. As the leading neuromarketing, web design and SEO firm in the Twin Cities metro area, we bring it all together to help you outsmart the competition.

What do consumers pay attention to? Why is attentional bias so important for marketing?
How can new information influence online customers to buy? Storytelling lets you influence the availability cognitive bias. Get a FREE In-Depth Analysis