Neuromarketing Services

Conservatism Cognitive Bias – Why We Fear Change

Why do we tend to stick stubbornly with old ideas? How can neuromarketing present new information to replace old habits? Neuroscience research shows that people have deeply-embedded ideas and beliefs that the brain uses when making decisions. Learned over a lifetime, lessons we have learned during our lives become cemented in our memories.

Conservatism Bias Neuromarketing

When a new situation arises that requires a decision, our fast-thinking intuitive brain compares it to similar past decisions. In many ways, it’s a survival technique. However, that same tendency toward conservatism also keep us from taking advantage of new opportunities.

Established Brands Rely on the Conservatism Bias

For most people, shopping for a new car is a major decision. A bewildering variety of makes, models, and dealers is available. Oddly enough, people tend to buy the same brand of car repeatedly. Sometimes several generations in a family have always bought cars by Ford or Chevrolet.

Conservatism Cognitive Bias

While that’s a good thing for established auto makers, it makes it tough for new brands to compete. Overcoming people’s tendency to stick with past choices can be an almost insurmountable problem.

The Conservatism Bias Can Also Kill Brands

While establishing long-held reputations for brands can maintain sales figures, it can also backfire. Chrysler Corporation, now Fiat Chrysler, once had multiple brands, including Chrysler, Dodge, Plymouth and Desoto. Each make had a loyal following. Over time, though, first Desoto and then Plymouth became associated with older drivers. Despite efforts to update those brands to attract a younger demographic, that association kept new owners from buying them, and now both are gone. Successful marketing can work with conservatism biases in several ways:

Neuromarketing Professionals Understand Cognitive Biases

Traditional marketing generally ignores the cognitive errors that affect sales. Instead, typical online marketing efforts stick with old-fashioned advertising and marketing guesswork. Neuromarketing, on the other hand, understands how the emotional, unconscious brain makes decisions. Through that knowledge it can take advantage of neuroscience research and utilize or overcome the effects of the brain’s cognitive errors. The result is more effective marketing that can increase sales conversion rates as much as 500%. Contact us today for an in-depth analysis of your online marketing and information on how we can help you boost your sales and leads.

How do old information and habits affect consumer decisions? Why confirmation bias make us hold on to our beliefs?
The brain’s conservatism bias often interferes with marketing. Get a FREE In-Depth Analysis