As human beings, we tend to think that we are perfectly rational beings. We’re not, at least that’s what decades of cognitive research has shown. Research has shown that simple, seemingly innocent adjustments can significantly influence the decisions consumers make. These simple adjustments can significantly influence decisions thanks to cognitive biases, which are common errors in reasoning that occur when we value perception or beliefs over reality. Some of these cognitive biases are so common that you can count on them to influence consumer behavior, and even include them in your marketing strategy. Here are six cognitive biases you can use in your marketing strategy to drive sales.

The Mere Exposure Effect

In a 1968 study, Oregon State University professor Charles Goetzinger conducted an experiment in his class. Without informing the rest of the class about him, he had one student attend each meeting in a black bag with only his feet visible. Goetzinger then observed the reaction of Special Database other students. Initially, his students treated the “black bag” with hostility. However, over time, as they continued to see the black bag in class every day, their hostility turned to curiosity. Eventually, classmates developed friendships with the black bag student.

How to Use the Simple Exposure

Leverage retargeting to boost sales . When trying to advertise your products or services, people who have visited your website before will produce significantly better results than raw leads. In fact, one particular study found Bold Data that the CTR of a retargeted ad is 10 times higher than that of a display ad and that website visitors who are retargeted with display ads are 70% more likely to convert. Cognitive Bias Remarketing Ad Example 2. Reuse and distribute existing content.

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