Identifying cognitive biases

- One of the most exciting areas in marketing today…is the study of behavioral economics,…which shows how psychological, cognitive,…and emotional factors influence how people make decisions.…This area of study has shown…that people do not make decisions purely rationally.…In fact, the majority of decisions are made first…based on emotion and then later rationalized.…I'll show you an example from one of WiderFunnel's clients.…Heifer International is a wonderful…not-for-profit organization that delivers…revenue-producing animals for families in need.…

They had a challenge of facing increasing competition…from other options for people's tax donations,…and they needed a way to encourage people to do a good thing…by donating to a worthy cause.…In addition to optimizing the typical user experience…and persuasion elements in their website experience,…we also decided to test cognitive bias triggers…that would tap into visitors' inner desires.…You may be familiar with the self-consistency bias…that Robert Cialdini described in his book…