How is Attentional bias used in marketing and persuasion processes?

After deciding which brand and model car to buy, do you see that car everywhere? We all experience this.

When we decide to buy a new car, we get lost in too many options. Then we make sure which brand and model of vehicle we want. Now you start to see the vehicle you want to buy everywhere.

In fact, we notice how widely used tool. You are starting to see it everywhere. However, you haven’t even noticed it until today. This is a mistake our mind makes to us about attention.

How come?

Our attention is a limited resource. We would like to consider all of our options to make rational decisions. However, the brain tends to consume the least energy.

Attention bias describes how we direct our attention to some things more than others. It is easier to direct attention than to change ideas.

Can this be prevented?

All this functioning stems from the way our brain works. It makes it easier for us to continue our lives. However, in some cases it causes us to make wrong decisions.

Paying attention to every detail of every moment makes people unlivable. Because of this functioning, it is not possible to completely eliminate this problem.

The brain tends to consume the least energy. And its primary task is to keep us alive. Our capacity for attention is limited. This is one of the decision shortcuts our brain creates.

How does Attentional bias work?

Robert Cialdini explains in his book Pre-Suasion: A research is being done on consumers. The research is on how willing consumers are to try an unknown product. Consumers who want to try the product are asked to provide their e-mail addresses.

Participants are divided into two groups. Details of the trial will be sent by e-mail. The first group is asked about their willingness to try the product. Only 33% agree to provide their e-mail address. An additional question is directed to the second group.

“Do you consider yourself an adventurous person who likes to try new things?” 97% of the subjects described themselves as adventurous. 75.7% agreed to give their e-mail addresses. This is incredible.

How is it that a small detail can make such a big change? With the right questions and perspective, the decision can be influenced. The key point here are questions. It is possible to influence the choice of the other person, depending on the perspective presented.

Moreover, with such a small detail. Most of us see ourselves as either adventurous or helpful. And the effect of the first answer affects our answer to the second question. Rearranging your speech according to the Attentional bias dynamics can make noticeable differences.

It should not be forgotten that; It would be unrealistic to expect that it alone would create incredible change. Especially if you don’t have a really useful product.


TL; DR

  • Determine where you want to direct the conversation.
  • Prepare the other person before posing your target question.
  • Make sure you direct questions that almost everyone can approve.