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NeuroTactic Overview

Present Bias

We tend to make short-term decision against our long-term goals


We often make decisions that are good for us in the short run, but against our long-term goals. This “present bias” appears when you are walking by a favorite store, deciding what to eat, or trying to break a habit.

The present bias can be ethically applied to businesses by giving customers the option to pre-purchase a product or service that they know will be beneficial in the long run, or to offer products that have faster turnaround or quicker delivery times. Improper use of this bias would be to encourage destructive behavior at the cost of a customer’s long-term goals.

Primary Source:

Van Epps et al. (2016). Advance ordering for healthier eating? Journal of Marketing Research

Dream Category:


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:

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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