I was recently asked to comment on how I thought people would react to new Covid scares after the Delta variant emerged; would they retreat from restaurants and shops, or continue enjoying this newfound freedom? My answer… it heavily depends on people’s existing beliefs and behaviour. Those who have already returned to pubs, shops, etc. will be inclined to continue doing so. Whereas, those who feel more anxious are likely to take these new concerns as a reason for greater caution.
But how can the same information lead to such polarising decisions? The answer lies in two self-protecting psychological processes…
Cognitive dissonance
Cognitive dissonance is an uncomfortable feeling we experience when our beliefs, attitudes and behaviour conflict. For example, if after buying a car, Fred is told he could have purchased a more powerful model for less money, he’s left feeling deflated.
To resolve this, Fred rationalises that the source of this new information must be unreliable, enabling him to reject it.
This ‘reasoning’ preserves Fred’s self identity (that he’s a savvy buyer) and allows him to move on without agonising about a decision that he can’t change.
Confirmation bias
To further resolve any feelings of dissonance, Fred cements the belief he has made the right decision by selectively focusing on information that justifies his choice.
This is a classic example of confirmation bias – the tendency to process, interpret and respond to information in a way that supports our existing beliefs and behaviour.It allows us to feel good about ourselves and the way we’ve acted.
The challenge for sales
Once someone purchases a product, their inclination to focus on information that supports that decision can make it harder for a competitor to be considered ‘fairly’’. Put another way, the playing field is not necessarily a level one.
In these circumstances it becomes critical to identify which psychological ‘levers’ have the power to overcome biases towards the brand purchased previously.
The challenge for insight
These mechanisms work at an unconscious level; people are not aware that they are processing information in a biased way. If we did have conscious awareness of this it would defeat their self-protective function!
So, to fully understand the impact of these underlying psychological processes, it’s vital to use research techniques that can identify what’s influencing people at both a conscious and unconscious level.
At Shift Consultancy we understand the different psychological processes underpinning consumer behaviour and have developed unique techniques that allow us to uncover what is influencing people beyond their conscious awareness.
Want to find out more? Get in touch, we’d be delighted to help.