How Bias is built into marketing & affects your choices

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Hello clever viewers. If you’re like us you clicked on this video to understand other people's biases because it can feel like you’re sharing this world with folks who well... make questionable decisions. Perfect because you’ve just shown signs of blind spot bias or the ability to recognize bias in others more easily than in ourselves. Don’t be upset! Biases get a bad rep but in reality it’s evolutionary and we all have them. It’s wired into our brains and brands use that to inform your buying decisions. Once you’re able to recognize cognitive biases it’ll be easier to ensure your digital wellbeing and that those random Amazon boxes stop piling up already.

There are a lot of different types of biases. Anchoring bias because well it’s based on being over-reliant on the first piece of information we hear. The Bandwagon effect which any sports fan will undoubtedly tell you about. We all want positive outcomes which is why in marketing we focus more on the outcome biases more than the decision making itself. Availability heuristic is if you can quickly recall several points of information you’re more likely to believe it’s right. As we start to see more of what we like online we tend to only seek out information that confirms things we already believed, called confirmation bias. This can lead to our tendency to see patterns in random events called Clustering illusion. The more something stands out the more we irrationally focus on it, which is called Salience. There are not many situations in which risk or harm can be completely eliminated but we tend to create Zero risk biases that lead us right to products. Survivorship bias could help. This is misjudging things by only focussing on surviving examples. Which leads us to Stereotyping. Likely the most widely known bias and can be its own video.

The point is that many biases affect our decisions every day and instead of shouting bandwagon slogans at each other it’s important to understand what is leading folks to make their decisions and be aware of our own biases. It’s not about winning arguments but making sure people are able to make informed decisions, so listen to them where they’re at with empathy, give them the information they need and check in with yourself. Use your dollars wisely to support positive messages and above all let’s take care of each other.

CHAPTERS:
INTRO 00:00
Anchoring bias 00:37
Bandwagon Effect 01:30
Outcome bias 02:04
Availability heuristic 02:25
Confirmation Bias 03:06
Clustering illusion 03:50
Salience 05:00
Zero risk biases 05:36
Survivorship bias 06:30
Stereotyping 07:13
Outro 07:57

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Written by: Kareem Hassanien @swellcameraguy
Narrated by: Kareem Hassanien @swellcameraguy
Edited by: Stuart Atkinson