InfographicDecision-Making & Heuristics

From the basics of decision-making, to a tangible model that unveils the strategy needed to influence customer behavior. Download the Infographic.

 

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Decision-Making & Heuristics

How Does Our Brain Work?

Decision-making is a mixture of both fast and slow thinking.

95% of all decisions are made subconsciously.

FAST (System 1 Thinking)

  • Automatic
  • Intuitive
  • Emotional
  • Heuristic-based

SLOW (System 2 Thinking)

  • Calculating
  • Conscious
  • Logical
  • Rule-based

The Reality of Decision-Making

People are often irrational when making decisions.
We are all subject to behavioral biases aka heuristics that shape our decisions.

  • Conformity Effect
  • Loss-Aversion
  • Incorrect Perception
  • Time Inconsistency
  • Perceived Value
  • Present-Bias
  • Status-Quo
  • Social Identity

Applying Heuristics to Your Marketing Strategy

So how do we leverage heuristics to influence customer behavior?
Using CMI’s four-step model, we unveil the strategy needed to ensure that customers choose your product more often.

GOAL

Identify the behavior we want to alter.

WHY

Understand the motivations behind the current behavior; identify the heuristic cues.

APPROACH

Determine which behavioral intervention will work best for the segment.

OUTCOME

Create messaging strategies to disrupt the mental model and mitigate behavioral biases.

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