Neuromarketing Services

Outcome Bias – Why Expectations Defy Rationality

Can an attractive reward cause people to behave irrationally? The outcome bias describes decisions people make that are based on the best possible result, rather than a realistic analysis.

Outcome Bias Neuromarketing

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

Someone Will Win the Lottery – Why Not You?

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.

The anticipation of winning triggered people’s brains to ignore the odds and participate.

That’s the outcome bias at work. After the drawing, 3 people had a winning ticket. The rest won nothing.

Wonderful Outcomes Can Cloud the Mind

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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