We are not rational, value-maximising beings. Instead, emotion and mental short-cuts drive our behaviour and decision-making.
These short cuts (or cognitive biases) play a significant role when we buy products and services. And as they are typically unconscious to the buyer, they can be capitalised on via marketing and communications to push buyers towards your brand and improve your marketing effectiveness.
This paper firstly touches on how our brain works, and then explores some key cognitive biases and how they can be leveraged in marketing to change consumer habits and achieve brand growth.
James Redden is Managing Director of 2CV in Asia. Over his 18-year career, James has held senior research roles in the US, Australia and Asia, and has led 2CV’s Asian business over the last 7 years. He brings expertise in a range of categories, including tech, media, gaming, financial services and sport. His primary interests lie in brand management, behaviour change and emerging technologies.