Your customer

Your customer is a brain. All his behavior is controlled by this 1,5 kilo of cortical proteins and fats. Every decision is made by his 100 billion brain cells and 1.000 billion glial cells that interact via a 1.000 times a 1.000 billion synapses (“It’s quite complicated” ;-).

We start to learn more and more about our brain. Also because of our World Wide Valhalla for scientists. We start to understand how we are influenced by our ‘Needs & Motivations‘, how ‘Attention & Perception‘ works, how we save and use experiences in our ‘Memory‘, and how our decisions are influenced by ‘Ratio’s & Thoughts‘, as well as by ‘Emotions & Irrationalities‘.

Endowment effect

“When we own goods, we value them higher than when we don't” How we value items depends on whether or not it is ours. The effect (also known as 'divestiture aversion') is that when there are two identical products, we especially value the one we own. In other words: we want more money if we

By |2021-03-15T11:57:10+01:00June 5th, 2013|Emotions & irrationalities, Your customer|0 Comments
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Self-efficacy

"We are more likely to perform actions when we believe in our own competence" Self-efficacy is a person’s belief in his/her own competence. According to Albert Bandura – who defined self-efficacy theory - this personalized belief in our ability to succeed affects our behavior. The more competent we think we are (a high level of

By |2021-03-15T11:57:10+01:00June 5th, 2013|Needs & Motivations, Your customer|11 Comments
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Base rate neglect & Base rate fallacy

“We're really bad with numbers” We have a tendency to base judgments on known specific numbers and percentages, ignoring necessary general statistical information. This way we often erroneously over-evaluate options with high numbers and percentages, ignoring what subset or base these numbers apply to… Base Rate Neglect Scientific research example: Imagine you're the

By |2021-03-15T11:57:10+01:00June 5th, 2013|Ratio & Thoughts, Your customer|1 Comment
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Self-generation memory effect

“If we think of it ourselves, we find it easy to remember" We remember information better if it is generated by our own mind, more so than when we read or hear it from someone else. So if you want your customer to remember something, a highly effective strategy is to have him generate the

By |2021-03-15T11:57:10+01:00June 5th, 2013|Memory & Learning, Your customer|2 Comments
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Perceptual incongruence

"We automatically pay attention to things that we did not expect" Only 1% of what you see actually enters through your eyes. Your brain itself fills in the rest. Your brain does this by using prior visual information and established assumptions about the real world. 99% of what you see is 'computed vision', based on

By |2021-03-15T11:57:10+01:00June 5th, 2013|Attention & Perception, Your customer|1 Comment
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© Copyright 2013 - | The Wheel of Persuasion - by Bart Schutz | All Rights Reserved
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