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Unbiased stories & studies from the frontiers of marketing

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NeuroTactic Overview

Attractiveness Effect

When we are choosing between two similar options, we will choose the one with the superior value. Although this sounds like an obvious behavior, the consequences are important. If you have a single product option, your customers' brains will search for something to compare that product to, and find nothing. By adding a second inferior option next to your product, conversions will likely rise due to the presence of a comparable option.

SUMMARY:

When we are choosing between two similar options, we will choose the one with the superior value. Although this sounds like an obvious behavior, the consequences are important. 

If you have a single product option, your customers’ brains will search for something to compare that product to, and find nothing. By adding a second inferior option next to your product, conversions will likely rise due to the presence of a comparable option.

Primary Source:

“The Importance of Irrelevant Alternatives.” The Economist, The Economist Newspaper, 22 May 2009, www.economist.com/democracy-in-america/2009/05/22/the-importance-of-irrelevant-alternatives.

Dream Category:

Routing

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Decision
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

Get The Book:

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