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Unbiased stories & studies from the frontiers of marketing

“How Expensive Are My Ads?”

ezoic ad revenue index (0 – 100)

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NeuroTactic Overview

Expression Bias

We all enjoy expressing our uniqueness to others, whether that is through our clothing, personality, or relationships. More to the point, we will pay a premium for the option of self-expression through the items and services we buy. This is known as Expression Bias. For example, placing a monogram on a shirt or electronic device makes it more “ours,” and we attribute more value to it as a result.

SUMMARY:

We all enjoy expressing our uniqueness to others, whether that is through our clothing, personality, or relationships. More to the point, we will pay a premium for the option of self-expression through the items and services we buy. This is known as Expression Bias. For example, placing a monogram on a shirt or electronic device makes it more “ours,” and we attribute more value to it as a result.

People are always on the lookout for ways to communicate their identity to others. By providing a customization option, or product variants that reflect important characteristics of your customers’ personalities, you’re leveraging Expression Bias to give your customers the capability of self-expression through your products or services. Coca-Cola did this when they began printing peoples’ names on their cans of soda, and Apple does this when they allow people to engrave their names on an iPhone. 

Think about ways you can help your customers customize your products to their own liking. It may help them attribute more value to what they’re buying.

Primary Source:

Melumad, He & Pham (2017). The pleasure of liking (or disliking). Forthcoming in Journal of Consumer Research.

Dream Category:

Memorability

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.

Get The Book:

Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.