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Outcome Bias – Why Expectations Defy Rationality

In 2018, the multi-state Mega Millions lottery jackpot grew to over $1.5 billion. With no winner for several rounds of drawings, ticket sales skyrocketed. Even though the odds of winning were 302,575,350 to 1, the almost unbelievable prize led millions of people to buy multiple tickets.

Outcome Bias Neuromarketing Sales

Anticipating a good outcome activates the brain’s pleasure centers, as Neuroscientists have discovered. The effect is almost the same as experiencing that good outcome. People influenced by this make all sorts of decisions. In marketing, creating a good believable story leads people to believe it.

Wonderful Outcomes Make Consumers Irrational

A similar effect occurs in casinos, where gambling machines signal wins with flashing lights and sound. Seeing people winning entices others to gamble. Luxury auto manufacturers trigger outcome biases with images of car owners being treated like royalty. Fast food restaurants use images of their burgers that look far more appealing than the actual product. Creating the expectation of a desired outcome can be used in many ways to market products and services:

Apply Neuromarketing to Grow Your Business

Establishing positive outcomes in consumers’ minds can boost sales. The goal of Neuromarketing is to influence decision making subtly. Our Neuromarketing consulting service aims at helping you understand how consumers make decisions. Neuromarketing is built on Neuroscience, Behavioral Economics and Social Psychology. This scientific approach to marketing means more reliable results and higher effectiveness.

How Availability Bias Impacts Marketing and Branding – The brain weighs recently available information more heavily. This tendency has a strong influence on what we believe and what we buy.
How Politicians Apply Neuromarketing to Win Votes – Political ads are filled with rosy pictures, aiming at triggering the outcome bias in voters’ minds.
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