While making decisions, our brain creates shortcuts by using the easiest and fastest information that comes to mind. This is called Availability bias.
People rely on intuitive methods (mental shortcuts) to make decisions. Cognitive biases are repetitive thinking patterns that can lead to false or irrational results. Availability heuristic occurs when we bring back frequently repeated things in our minds as quickly as possible.
For example; – The tendency to buy insurance will increase after natural disasters such as earthquakes or fires occur. (Loss avoidance psychology) – Seeing cases of coronavirus in your immediate environment will increase your tendency to think that you will get coronavirus.
Tversky, Kahneman and Dan Aariely proved this. Just because something takes up too much space in our mind or is exposed to it doesn’t mean it’s common and true. However, these are the blind spots of human psychology. And it is independent of intelligence level.
- Frequent repeat status: This bond becomes stronger when examples and concepts are repeated frequently. And it provides correlation. For example; Social proofs generated by your customers are often repeated. Thus, your brand and product create a stronger link with reliability.
- The effect of the examples: We are more likely to remember an example than to remember a description. That’s why storytelling is catchy. Examples and storytelling have a greater effect on recalling and retrieving information.
How to use availability heuristic persuasion and marketing?
Let’s say you’re selling from your website. There are users who have visited your website before and viewed your product. Users who leave the site before they turn into sales may need incentives to make a decision.
You can retarget users on platforms such as Facebook, Instagram, Twitter. This is known. However, why it is effective may be possible by knowing the cognitive biases. You appear on every platform. With advertising, they are exposed to the benefits of your product or opportunities they might miss. This allows you to take them to a reverb chamber and heat them for sale.
- Create strategies that will create bias in line with the channels you use.
- Create an echo chamber for your potential customers and warm them up for sale.
- Repeat your message and your benefits frequently.
- Make an impact using examples and storytelling.