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Your customer

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‘.

Availability heuristic

“If we can think of it, it must be important”
The easier we can recall an event, the more often or likely we think this event will occur. So we have a tendency to judge the frequency of an event based on how easy it is to recall similar instances. And since memories are highly biased toward vivid, unusual, and emotionally charged examples, these later also influence how likely we are to consider events.
Scientific research example:
Imagine that two researchers (Tversky and Kahneman) present you with a list of people’s names. While reading them, you recognize some famous names. At the

Commitment bias or Labor-love effect

“We like something more when we’ve invested more effort into it”
More effort leads to more love (but only when we are able to complete our actions). Customization is about more than individual preferences. It is also about the effort put into it. This customization effort increases liking.

This effect is also called the ‘Ikea-effect’, since Ikea lets it’s customers assemble their own products.

The IKEA Effect from Advanced Hindsight on Vimeo.
Scientific research example:
Imagine you’re given a sheet with clear instructions on how to create an origami crane. Then you make one. Dan Ariely found that you value your own creation more

Focusing effect

“We can only pay attention to a few things”
Most commercial choices have way too many aspects for a normal human being to take them all into account. Therefore we have a tendency to only focus on a few of them, excluding those that are less conspicuous. Those that have noticeable differences, for example. This way we place too much importance on one aspect, causing an error in accurately predicting how happy we will be with each option.

This unequally focusing on aspects is called the focusing effect (the focusing effect is closely related to the attentional bias).
Scientific research example:
For example,

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