When people choose something, they tend to feel positive about it
Description
It's our tendency to remember our choices as better than they actually were. It happens because we reaffirm ourselves that it had to be a good choice because we made it.
We will defend a preferred flavor of ice cream, type of phone, favorite sports team, political ideology, superstitious hunch, or worldview because we focus on its positives, not giving much consideration to its negatives.
Research:
Researchers found that giving people false reminders about which option they chose in a previous session led them to remember the option they chose previously to be superior to the other. The conclusion was that this bias occurs when you remember past choices, rather than at the time of the choice.
Application
Highlighting Positive Reviews and Testimonials
Showcase positive reviews and testimonials from customers who have chosen your product or service. Emphasize the benefits and positive experiences associated with the chosen option, reinforcing consumers' belief that they made the right decision by selecting your brand.
Comparative Advertising with Biased Messaging
Develop comparative advertising campaigns that subtly highlight the superiority of your product or service over competitors. Use biased messaging that exaggerates the positive attributes of your offering while downplaying or omitting the strengths of competing alternatives. This can reinforce consumers' belief in their choice and sway potential customers to choose your brand over others.
Personalized Recommendations Based on Past Choices
Utilize data-driven personalization techniques to recommend products or services to consumers based on their past choices. Presenting recommendations that align with their previous selections reinforces their belief in the quality and suitability of your offerings, leading to increased trust and loyalty.
