SlideShare a Scribd company logo
@LoveStats
Ads Have No Effect On Me:
How marketers can leverage cognitive biases
Presented by Annie Pettit, PhD FMRIA
Buy for Annie
BuyforAnnie
BuyforAnnie
Annieisawesome
Thisisthebestpresentationoftheday
@LoveStats
@LoveStats
BIAS
@LoveStats
Process faster
Judge faster
Shop faster
@LoveStats
When you are aware of them, you can
use them
But you can bring them into
consciousness
Unconscious
Unconscious
Unconscious
Unconscious
Unconscious
Unconscious
Unconscious
Unconscious
Unconscious
vUnconsciou
Unconscious
Unconscious
Unconscious
Unconsciousconscious
nconscious
Unconscious
Unconscious
Unconscious
Unconscious
Unconsci
Unconscio
Unconscious Unconscious
Unconscious
Unconscious
Unconscious
nconsciousUnconscious
@LoveStats
Social Biases
Memory Biases
Constituency bias
Hyperbolic discounting
Hindsight bia
Egocentric bias
Hawthorne effect
Reminiscence bump
Outcome bias
Decision making Biases
Interloper e
Interloper effect
Omission bias
lusory correlation
Probability Biases
miniscence bump
Constituency bias
Irrational escalation
Halo effect
Irrational escalation
False memory
Suggestibility
Herd instinct
Gamblers fallacy
Barnum effect
Hindsight bias
Interloper effect
Self serving bias
Normalcy bias
Neglect of probability
Hyperbolic discounting
Observer expectancy effect
False memory
Hawthorne effect
Memory Biases
Telescoping effect
Omission bias False consensus effect
Neglect of probability
Neglect of probab
Self serving bias
Irrational escalation Hindsight
Selection bias
Social Bias effect
Mere exposure effect
Self serving bias
@LoveStats
@LoveStats
@LoveStats
@LoveStats
HA
EFF
LO
ECT
Bias: Associate traits of one thing to an aspect
of other things
Lesson: Run with the beliefs, don’t fight the
opposition
@LoveStats
@LoveStats
@LoveStats
@LoveStats
@LoveStats
BANDW
EFF
AGON
ECT
Bias: Tendency to do something because
everyone else is
Lesson: If it’s your best feature, point out
‘everyone else’
@LoveStats
C
$5000
A
$30
B
$50
@LoveStats
A
$8
C
$14
B
$10
@LoveStats
A
$8
C
$14
B
$12
Cost: $6
Profit: $2
Cost: $12
Profit: $2
Cost: $8
Profit: $4
@LoveStats
@LoveStats
Bias: Avoid extreme choices because they
attract risk
Lesson: Increase the profit on the middle item
COMP
EFF
ROMISE
ECT
@LoveStats
@LoveStats
@LoveStats
@LoveStats Bugatti Veyron Jean Bugatti Edition ~$3 million
Only
three
available
@LoveStats
@LoveStats
LO
AVER
SS
SION
Bias: People prefer to avoid loss over acquiring
gains
Lesson: Create FOMO
@LoveStats
Your Horoscope:
@LoveStats
1
2
3
4
@LoveStats
@LoveStats
Bias: Tendency to accept vague
statements as descriptive of
them
Lesson: Always have a little
something for everyone
BARN
EFF
UM
ECT
@LoveStats
@LoveStats
@LoveStats
@LoveStats
IK
EFF
EA
ECT
high value on
ssemble
e quality
Bias: People place.
objects they a
regardless of th
Lesson: Create investment of time
or effort
@LoveStats
@LoveStats
.
ONLY 1%
FAT .
99% FAT
FREE
@LoveStats
.
99% FAT
FREE
@LoveStats
I got 80%
right!
I got 20%
wrong!
@LoveStats
Bias: Avoid risk with a positive frame
and seek risk with a negative frame
Lesson: Switch the negative to find the positive
FRAMING
@LoveStats
@LoveStats
@LoveStats
@LoveStats
PooPourri https://www.youtube.com/watch?v=qFI_-kJ95vc
@LoveStats
BIZAR
EFF
RENESS
ECT
Bias: Bizarre is better remembered than
common
Lesson: Diagnosticate or actualize a grody
corporeality
@LoveStats
limit 6
@LoveStats
@LoveStats
@LoveStats
Bias: Overly influenced by the
first piece of information
Lesson: Normalize high usage
ANCH
BI
ORING
AS Limit 12
per person
@LoveStats
@LoveStats
@LoveStats
@LoveStats
INGR
BI
OUP
AS
Bias: Preferential treatment to
members of their own group
Lesson: Capitalize on your similarities
IMarketing
@LoveStats
Bad!
When you don’t know it’s happening
When it leads to the wrong decision
BIAS
@LoveStats
Good!
When you understand it
When it makes your decision easier
BIAS
@LoveStats
Thank you!
@LoveStats
/AnniePettit
ca.linkedin.com/in/anniepettit

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