11 SESGOS COGNITIVOS que se utilizan en MARKETING: Ejemplos de campañas publicitarias

Hello, in this video we are going to talk about cognitive biases. If you have seen the previous video, we talked about the meaning and interpretation that consumers make of the symbols and words that we use in advertising messages, for example, and that we must check if they are interpreting it well or they are interpreting it badly when making their decisions regarding us.

And we also saw that in this decision making, interpreting symbols and words, there are occasions in which the consumer becomes more lazy, so to speak, and maybe sees a certain ecological stamp and assumes that the product is ecological when maybe it is not. This type of mistakes when making rational decisions are called cognitive bias and in this video we are going to see a series of these to understand them and see how we can use them in our marketing campaigns.

The first bias is the bias of drag, also called where Vicente goes, where the people go. What does this mean? Well, when we see that a lot of people do certain things or buy certain things, we are going to interpret that this is what we have to do, that this is the good product or that it is what is carried or that it is the correct decision. We let ourselves be carried away by the crowd. So in that case, our decision will be based, instead of a rational judgment, on what others are doing.

What examples of publicity do we have with respect to this bias? For example, this one from DAF that says: "Did you know that 8 out of 10 women choose DAF for their hair?" Well, it is saying that many people choose DAF, so you should be dragged by that effect and trust that what others do is the right thing to do. We have many ads that you will be able to use with this example of "so many women do this, so many people do this, this brand is the favorite in I don't know how many percent of the population".

We also have another example of the drag bias, which are the reviews. When a product has many reviews, sometimes instead of reading them, we say: "oh look, this is the one that has the most reviews, this is the best one" or we are going to trust a certain number of stars when we do not know if that product is good in a specific attribute that interests us, maybe in that attribute it is bad, but we are going to let ourselves be carried away by the comments in general.

And another example is the influencers, influencers are people who have a drag effect and these influencers are going to make many people behave in a certain way. We have the example of the blonde neighbor who every time she takes out a Zara garment, this garment runs out and she herself says: "you are running out of this garment, you are buying it all" so if I am watching these stories I will say: "the people liked this garment a lot, I will also go running to buy it because if not they will take it away from me"

So here we also have two drag effects, we have the one of the influencer himself and the one of the people who are doing a behavior. The drag effect is very connected with the endo-group bias, which is the bias that makes us want to be accepted in a group, that we want to see ourselves as members of a certain group that we like. So in this bias we are going to try to find what is the key for us to be given, so to speak, the belonging card to a certain social group that interests us.

What examples do we have here? Well, the new announcement of Yastel with Ana Milán, where Ana Milán tells us: "You are one of those who use a fiber that is not worth anything, you are one of those who still do not know Yastel, those of us who really know use the fiber of Yastel". So Ana is telling you that if you are one of those people who use the internet a lot and you go from that vein with respect to the subject, then you have to have Yastel and if you are not from that group, then you know nothing.

Another example is this one from Saab where they tell us that this car is not for you. Well, if I am watching this ad and suddenly I consider that I am a person who could have this car and I want to belong to the group of people who would drive this car, I think that this car is not for me. Well, I think it is for me because I want to be part of that group and to be part of that group the key is this car.

Then we have the confirmation bias. This bias says that we are always going to look for information that confirms what we already know. Surely you have heard that cookies make us always see posts that show us opinions with which we agree, especially in politics. When we see our feed, we immediately think that everyone thinks like us because the opinions they teach us are the same as ours. Well, the confirmation bias makes the information we like to be the one that gives us the reason. And how is that used in advertising? Well, first of all,

with stereotypes, using stereotypes, when we see a stereotype in an ad, we will immediately like that information because we are going to say this is in agreement with what I thought it was, so here we have an example of a watch brand that is Swatch that uses in its logo the Swiss flag to say this watch is Swiss and if I think of a Swiss watch I say it is a good quality watch

because Swiss celluloses are of good quality, so I'm going to make the association right away. And this applies to all kinds of stereotypes that can be in advertising. We also have brands that try to break with this confirmation bias, right? For example, the confirmation bias can tell us that Chinese brands are ugly and ugly, while an American brand is more design and prettier. And Huawei, sorry, in this case Xiaomi, comes with this ad that says, well, our brand, even if it's Chinese,

It's as stylish as Apple can be and I wrap it around you in an atmosphere that looks like Apple to break your bias.

And then we also have in the confirmation cycle testimonies of people who have used a certain product and they have done well because we are always going to try to find people who have done well with a decision that we want to make to say, well, you see, you see how there are people who have done well, for example, if we want to leave the studies, surely we find people who have left the studies and they have done great and we base ourselves on them to confirm our decision, because in this case we have brands that say

I use this product and my life has changed, I use this product and my business is phenomenal, etc. And we also have the miracle products because there are many occasions when a certain result is impossible to obtain, such as in the most serious cases, the cure for a certain disease or in other cases, in aesthetics, to achieve certain results. And here the brands that sell miracle products take advantage of that belief that we have that it is possible to reach that result to tell you if it is possible

and I sell you this miracle product. So if we have that belief, we will have much more predisposition to believe this type of messages that try to sell us the impossible.

Then we have the availability bias, which says that we are going to give much more importance to the information that we have available. Well, do you remember when the pandemic was all day on TV? We thought we were going to catch the coronavirus and now that it is not on TV, it seems that we are not going to catch the coronavirus anymore, although the incidence is still the same. So when we see a lot of one thing, it seems that it is going to happen to us. Just like when someone says: "Well, I know a man who smoked a lot, who drank a lot and who did not do sports,

and lived 125 years. Well, that particular case has a very low probability, but it is enough that I know him so that it seems to me that he has a greater chance of happening. So how does this affect advertising?

Every time they show us a certain action or a certain situation that is not at all probable but they present it as probable, it will automatically make us give it greater importance or greater probability that it will happen to us. For example, the ads that try to scare us with what they are going to steal from us, that they come to steal our house, is a little unlikely thing, but if we see it on television we already think that it will happen to us.

It also happens with traffic accidents and they tell us that 36 people are going to die this Holy Week on the roads, well, we already think that we are going to be one of us, these 36 people. Or also in a more positive context, the announcement of the lottery, right? It tells us that the lottery that can touch us and make our dreams come true. The probability is infinite, but it is enough that we see it so that we say, well, maybe it touches me.

Then we have the anchorage bias. The anchorage bias says that we are going to cling to the first information we see to compare all the information that will come to us later. This is typical of going to a job interview and that they tell you: "how much do you want to earn?" and based on what you say, they will negotiate you up or down because you have anchored the price around which you are available to work.

And here we have different contexts where companies are going to anchor us in a certain number so that another number or another attribute afterwards seems better or worse. For example, in the discounts, in the discounts they always leave us in sight the price that the article originally had so that we can see it, we can see that it was 50 euros and suddenly we see it at 4 euros, well, how cheap, right? On the other hand, if I did not have the original price available, perhaps I would not know what to compare those 4 euros with and I would say, well, I don't know if this is expensive or cheap.

We also have the different products within a range of the same company where first they present us the expensive product and then they tell us that they have a cheaper version, with which the cheapest version, which in this case is an iPhone of 700 euros, is really very expensive, but when we compare it with the original iPhone we think it is much cheaper.

And a last example of anchoring, we have it in the different prices or sizes that we have in menus or in popcorn in the cinema, for example, we can sell some big popcorn for 7 euros that we think are absolutely disproportionate in terms of quality-price, but if suddenly they put us

a second hook where they tell us that the medium size is worth 6.50, suddenly the large one does not seem so expensive to us, it seems super cheap to us because we were comparing it with this original one, so in this case buying the large one will make us very happy instead of before when we said it was very expensive and we did not want to buy it, now suddenly it seems good to us. The next bias is that of conservation, which says that we are going to tend to

to keep the ideas we already have as good or to be faithful to those behaviors that have been successful in the past and we will not want to change them. So here we will also have many marketing communications that refer to: we have always been with you, you already know how good we are, we are trusted, we are all life and we will also have companies that will try to change this and say hey, you don't know us but give us an opportunity because it is also a challenge for them

enter our shopping cart. So for example here we have an example of the Arios that says "I want my life's waitress" because the Arios is also from all life and that's what they want to tell us. Here we have an example of the Fiat 500 that has always been a very iconic car and now that other cars are coming out too that are characterized by its design and very similar to the Fiat 500, it means that

that it will always be the icon but it is renewed, it is not something old but it is the icon so it tells us that it is the car of always that it is still an icon but it is new with which we will continue to trust that if I want an iconic car I will go to a Fiat 500 or a Mini that would also have the same strategy

And then we have here the opposite, we have products that try to break the confirmation bias saying, in this case I am not going to try a vegan product because it seems disgusting to me, or a vegan burger, what is that, how weird, in this case Burger King is going to tell us, try the vegan burger because the mistake would be not to try it, dare to break that confirmation bias that you have.

Then we have the bias of support for the choice, which is that we will always be much happier when we receive information that tells us that the decision we have made is the correct one. "Less bad that I made that decision, less bad that I bought that product, less bad that I have chosen this". We consumers like that a lot, so we are going to always try to seek validation in our purchases.

Examples of this, for example, Mediamarkt when it said, that it no longer says it, the "I'm not stupid" so when you listen to this type of communication and you have bought Mediamarkt,

reaffirms that you have bought in the right place where they have not cheated you with the quality price for example and we also have the ads of the mutual that has a lot variety of ads and all their ads are based on that going to the mutual was the right decision, that is, if you are in the mutual we are going to lower the price and if you are in the mutual and you bring one of your relatives because you will also have a benefit so being in the mutual is the right thing and the consumer feels comfortable having chosen it and also

have used a word to define the people of the motobank, which are the "butueros" to make a sense of community between their clients. The next bias we have is the one of aversion to loss and this bias says that we are going to be much more impacted by losses that we can have

for profits that we can get, so the loss will always impact us much more, so we will see ourselves much more scared by something that threatens us than for a prize that we will be able to achieve. So you see here is an example of an ad that says that your clothes will be very white, this is an ad that focuses on the positive characteristics, what you are going to win. However, what are the most successful detergent ads? Those that teach you the bad, those that teach you what will happen if you do not use this detergent, because

your garment is going to be dirty, it is going to smell bad and it will be noticed that you have not washed it well, then you can compare it with the positive benefit that it is beautiful and clean, so that always gets many more purchases and attention from the consumer than the opposite. We also had the classic ads where if you did not use a certain cleaning product

they would immediately find the stain in your house, which was a very threatening situation. And we also have the typical of the Duracell, where you see what happens when the bunny is not using Duracell, because it gets tired immediately and it doesn't work. Instead, if you use Duracell, yes. So, showing the negative consequence always pulls more.

The next bias is the hyperbolic discount, which means: "it's worth more than a bird in hand, than a flying bird" The consumer will always value the immediate profits to wait a while to have a greater future profit. The immediate is always the best. So here we have all kinds of gifts, offers, free tests, things that will convince us so that you

you acquire something already because you think you are having an immediate profit, very easy, for example in this case buy today and pay within three months, maybe you have to pay more with a lot of interest but you know that in these three months you do not have to pay, then you like it and you buy it. Another example is that of banks when they give away or gave away

televisions, other gifts for carrying the payroll there, because in the end it was still more expensive to carry the payroll there because you had less benefits of another type or more commissions,

but, well, they gave you a TV, so you, go ahead with your TV, very happy. Another example is when the telephone lines give you discounts the first months, okay? 20 euros a month the first 12 months, and after 12 months, what? Well, it's still a disproportionate price. It doesn't matter to you, because you've been through your 12 cheaper months and you're very happy. Another example: one month free, three months free, and then you'll pay, right? If you liked it.

Another example is when they give us different rates when buying an application. There are times when we have to subscribe and the monthly subscription is always much more expensive than the annual subscription per month. So we always tend to choose the annual one because the month comes out cheaper, although maybe we don't need that subscription all year. We just wanted a month of the product and then we were not going to renew it, so we would save more money. But hey, we always tend to choose the cheapest and most immediate.

The next bias is the excess of trust that says that we all believe above average, we all believe that we are smarter than others, more handsome than others, better than others, with which it is impossible because we can't all be above average, but if advertising tells us that we are better

and we see it in certain types of ads where they place us above other types of consumers. For example, here the Nespresso ad clearly tells us that we cannot have a coffee that is not as exclusive and in a way as sophisticated as Nespresso. What else do you want from Nespresso? What else? So here it is telling us that we deserve to have a very exclusive coffee. Here it is telling us that we are not a normal driver, but that we are a pilot.

And here he is telling us that we are all amateurs, that we can all be rich and make money with bitcoin, so a lot of advertising will always tell us that we are better than the others and will reaffirm a certain feeling that we all have.

And the last bias I have is the blind spot bias, which says that we are able to interpret biases in others, but that we are not able to see them in ourselves, see the bird in the other person's eye, but not the beam in the own eye. So I end the video by inviting you to reflect on the cognitive biases you have when buying a product, a service or interacting with brands and that you are able to analyze them critically.

In the following videos we will continue with our perceptive process, giving more meaning to the messages that we interpret in the brands and how these can change our attitude or not, but we will see this in the following videos. Thank you very much and see you soon.