Using intuitive knowledge for branding
Posted: Mon Apr 21, 2025 9:35 am
Numerous studies have impressively demonstrated the importance of subjective criteria in the purchasing process. I'd like to show you how this works with a simple test:
You want to get active and buy a mountain bike. The selection is vast, and manufacturers jordan phone number data are trying to outdo each other with technical features. Who do you turn to for advice?
mountain bike personality
The majority of people clearly choose Person A as their "bicycle advisor." They don't need any additional information, such as their profession, to base their decision on. Very little information is enough to assign Person A the desired skills, based on a bicycle. We don't need to know or have seen the person before to do this. But why is that?
In many cases, we rely on reducing complexity when purchasing a product or service. The range of products on today's market is no longer as manageable as it was in the medieval fur trade; thanks to the internet, they usually offer countless options. Furthermore, we are often unable to properly assess the quality of a product. Sometimes we lack the expertise, sometimes it's a mass-produced product, sometimes we simply don't have the time to conduct a thorough comparison. To better navigate this jungle, we need to set priorities, and this often happens completely unconsciously.
Our brain relies on experience when it's stuck. It collects information every day and connects it with emotions, storing tiny bits and bytes of knowledge without us even noticing. And weighs them when we're asked to make a purchasing decision. In the case of bike advice, the information from the subconscious might sound something like this: Aha, person "A" looks like the young men between 17 and 25 I've often seen on mountain bikes, and like someone I'd trust to repair a bike. He can definitely help me.
You want to get active and buy a mountain bike. The selection is vast, and manufacturers jordan phone number data are trying to outdo each other with technical features. Who do you turn to for advice?
mountain bike personality
The majority of people clearly choose Person A as their "bicycle advisor." They don't need any additional information, such as their profession, to base their decision on. Very little information is enough to assign Person A the desired skills, based on a bicycle. We don't need to know or have seen the person before to do this. But why is that?
In many cases, we rely on reducing complexity when purchasing a product or service. The range of products on today's market is no longer as manageable as it was in the medieval fur trade; thanks to the internet, they usually offer countless options. Furthermore, we are often unable to properly assess the quality of a product. Sometimes we lack the expertise, sometimes it's a mass-produced product, sometimes we simply don't have the time to conduct a thorough comparison. To better navigate this jungle, we need to set priorities, and this often happens completely unconsciously.
Our brain relies on experience when it's stuck. It collects information every day and connects it with emotions, storing tiny bits and bytes of knowledge without us even noticing. And weighs them when we're asked to make a purchasing decision. In the case of bike advice, the information from the subconscious might sound something like this: Aha, person "A" looks like the young men between 17 and 25 I've often seen on mountain bikes, and like someone I'd trust to repair a bike. He can definitely help me.