People like to think that when they make decisions, they act logically and perceive reality objectively. Most of us are convinced that nothing clouds our judgment or makes us act foolishly. However, this is not true at all.

In fact, people are rather irrational creatures. They are influenced by other people, as well as by various circumstances and conditions. Many of our decisions and actions are influenced by so-called cognitive distortions.

What is a "cognitive distortion"?

Cognitive distortions are systematic errors in thinking or deviations in judgment that occur in certain situations. They often arise from people's tendency to hold certain beliefs and follow their preferences instead of evaluating information objectively.

In other words, cognitive distortion is a person's tendency to think irrationally. Interestingly, this phenomenon has nothing to do with a person's level of intelligence. Even the most brilliant minds are subject to cognitive distortions. In fact, they are related to the way the human brain functions.

If you understand the general concept of cognitive distortions, this knowledge can be used effectively in marketing. Below are some examples of cognitive distortions that have already been used in marketing strategies.

The effect of joining the majority (imitation)

First, let's talk about one of the most basic cognitive distortions: the imitation effect. Many people are probably familiar with the expression "herd mentality." So, when the majority of people approve of a certain product or service, its value in the eyes of others increases.

In turn, this effect makes us buy products that other people like. Moreover, we also begin to endorse such products and recommend them to others.

The effect of joining the majority is easy to use in your marketing strategy:

- Motivate satisfied customers to leave positive feedback about a product or service;

- Use social endorsements (e.g., customer recommendations) next to the button for a targeted action or on the checkout page;

- Add company logos or photos of people you work with to your website.

The anchor effect

This effect is used by many companies. It makes customers feel like they are making an incredibly good deal. The anchoring effect is a feature of human evaluation of numerical values that causes the evaluation to shift towards the initial value. In other words, in the decision-making process, a person tends to rely on the first part of the information provided to him or her.

For example, you show potential buyers the initial price of the product (anchor). Let's say it's $ 1000... Then you list the product's features and benefits. After that, you state that the product costs only $ 250. As a result, your potential customers feel the value of the product you offer and at the same time feel that they are making an incredibly good deal. If you had stated the price of $ 250 right off the bat, customers would not have felt this way.

Steve Jobs also used the anchoring effect during the iPad presentation. First, the price of $ 999 appeared on the screen - Jobs said that this was the value of the new iPad. Then he talked about the functions and advantages of the device. At the end of the presentation, Steve Jobs said that, fortunately, the iPad costs not $ 999, but $ 499. At that moment, the price of $ 999 was symbolically destroyed on the screen and a new figure appeared - $ 499.

The halo effect

The halo effect is the influence of a general impression of something (a thing, a person, a phenomenon) on the perception of other features. For example, if we consider a person to be reliable, we can automatically attribute to them such qualities as responsibility, wisdom, etc.

The halo effect was first mentioned in an article by Edward Thorndike published in 1920. In his study, Thorndike asked army commanders to rate soldiers on various characteristics such as intelligence, cleanliness, physical appearance, leadership skills, and honesty. The researcher found that each of the soldiers was rated approximately equally on each of the characteristics. If a commander had a positive impression of a subordinate based on one of the characteristics, he also highly rated the other qualities.

So how can you use the halo effect in marketing? Impress the audience with one thing so that they view the company in a more positive light.

ConversionXL experts have listed several ways companies use the halo effect:

- Positive statements by celebrities;

- Use images of attractive people;

- High-quality and beautiful design;

- Mentioning the names of well-known companies.

It is because of this type of cognitive distortion that it is incredibly important for every company to create a professional, aesthetically pleasing, and functional website. Your resource forms the first impression of the company. If it is made poorly, it can harm the reputation of the business.

Don't forget about decency

Remember that using cognitive distortions in your marketing strategy shouldn't look like mind manipulation. Yes, you can create a great effect in the short term, but marketing doesn't end there. Be careful when using cognitive distortions.

Experts recommend using them as a way to reach your target audience faster. For example, this can be used to attract the attention of potential customers or to make them move faster through the conversion funnel.

Marketing and psychology are increasingly intertwined in the modern world. Some psychological principles are quite applicable in marketing campaigns to achieve better results. In particular, working with the described cognitive distortions will make your promotion strategy much more effective.

High conversions for you!