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NeuroTactic Overview

Confirmation Bias

We tend to seek out, interpret, and remember things that confirm our existing beliefs rather than things that contradict our beliefs. We feel better when our beliefs are supported than when they are challenged, so we naturally (and subconsciously) put ourselves in the situation of re-affirming our worldview at every possible chance we get.

SUMMARY:

We tend to seek out, interpret, and remember things that confirm our existing beliefs rather than things that contradict our beliefs. We feel better when our beliefs are supported than when they are challenged, so we naturally (and subconsciously) put ourselves in the situation of re-affirming our worldview at every possible chance we get.

If your product or service deals in an industry or with a topic that is emotionally charged or sensitive, this effect will be in full gear with your prospects and customers. Strongly state your position in the market and communicate what you believe. You will find that customers who agree with you will flock toward you.

Primary Source:

McClure, Li, Tomlin, Cypert, Montague & Montague (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379-387.

Dream Category:

Attention

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:

Interest
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.

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