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Confirmation Bias – We Believe What We Believe

Studies have shown that once we have formed an opinion, it is extremely difficult to change it. For highly intelligent people, it is even more difficult to change their opinions.

In the field of Neuroscience, there was a long-held belief that adult mammalian brains were unable to generate new neurons. In 1965, Dr. Joseph Altman, a little-known Neuroscientist at MIT, demonstrated the first evidence that the adult brain can generate new neurons.

Confirmation Bias Neuromarketing Sales

However, his study was discredited for 30+ years. A few very well-known Neuroscientists simply refused to accept Altman’s new finding because they were ONLY open to the studies that confirmed their existing viewpoint.

Now, adult neurogenesis has become the hottest topic in Neuroscience, as more studies have shattered the old belief.

Why Confirmation Bias Shapes Our Beliefs

Of all the cognitive biases, the most persistent is the confirmation bias. Even in the 1960s, researchers knew that people tended to trust information that confirmed their fixed beliefs. They also rejected information that did the opposite.

The longer a belief is held, the harder it is to change. Confirmation bias affects everything from politics to purchase decisions.

In marketing, the most obvious thing affected by confirmation biases is branding. People are fiercely loyal to brands they are familiar with. Marketers know it’s difficult to convince people to try something different. Can you talk an iPhone user to buy a Samsung phone?

Neuromarketing – Uncovering How Consumers Decide

Understanding how the human brain makes buying decisions is Neuromarketing’s focus. By applying that knowledge to your sales and marketing, you can gain an advantage over your competition. Neuromarketers use the latest research to create more effective sales tools. Whether you focus on the same customers whom your competitors target or on a unique niche market, Neuromarketing gives you an edge you can take to the bank. How you sell is more important that what you sell. Contact us for an evaluation of your current marketing and for fresh, new ideas that will help you outsmart your competition.

How Conservatism Cognitive Bias Influences Buying Decisions – Why do consumers stick to the products or brands that they know? What motivates them to try something new?
Neuromarketing in Politics – Confirmation bias plays a big role in why voters ignore the viewpoints from the opposing side. This is why it is almost impossible to change voters’ minds.
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