Cognitive Distortions That Affect Decisions And Purchases

Recognize them and take them into account when selling your services or writing sales content

When people research and evaluate products, their behavior is affected by cognitive distortions. This often affects their choices. There are hundreds of these distortions — we’ll discuss six of them.

1. Category heuristics: A brief description and the main characteristics of the product help to make buying decisions.
2. Importance of the moment: the longer you wait for the product, the less attractive the offer is.
3. Social proof: recommendations and feedback from other users can convince.
4. Scarcity factor: the fewer goods remain, the more attractive an item seems.
5. Influence of authority: the decision can be impacted by the opinions of experts or reliable sources.
6. The attractiveness of free offers: if the product comes with a gift, even unrelated to it, this increases buyers’ interest.

How do you succeed and overcome these distortions?

Whether you’re considered an established marketer or a new brand, the strategy is the same:

• Work on brand visibility so that consumers immediately remember your product or service when they research information.
• Apply the principles of behavioral science thoughtfully and responsibly so that your offer will appeal to consumers as they ponder their options.
• Shorten the path from idea to purchase, so customers have less time to consider competitors’ brands.
• Build agile and strong teams with a broad skill set to avoid traditional branding and performance issues, as they usually lead to gaps in the middle ground.

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