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I spend 18 hours each week turning marketing psychology into readable newsletters.
The Framing Effect Read online Many plant-based products are failing due to bad naming. In 2018ยน, a study was conducted with 727 Brits who already ate meat. Renaming the โ๐ฆ๐๐๐ญ-๐๐ซ๐๐ ๐๐ซ๐๐๐ค๐๐๐ฌ๐ญโ to โ๐๐ข๐๐ฅ๐-๐ ๐ซ๐จ๐ฐ๐ง ๐๐ซ๐๐๐ค๐๐๐ฌ๐ญโ made diners 200% more likely to pick the plant-based option. Similarly, renaming โ๐ฆ๐๐๐ญ-๐๐ซ๐๐ ๐ฌ๐๐ฎ๐ฌ๐๐ ๐ ๐๐ง๐ ๐ฆ๐๐ฌ๐กโ as โ๐๐ข๐๐ฅ๐-๐ ๐ซ๐จ๐ฐ๐ง ๐ฌ๐๐ฎ๐ฌ๐๐ ๐ ๐๐ง๐ ๐ฆ๐๐ฌ๐กโ made it twice as popular. The paper went on to find that a Veggie Burger will be more popular if itโs called a โ๐๐จ๐๐๐๐ ๐๐ฎ๐ซ๐ ๐๐ซโ. And...
The Framing Effect Read online Here's a thought experiment. You've been told you have lung cancer. The doctor asks if you want treatment. She tells you: "68% survive one year after surgery" Hearing this, you'd probably opt for surgery, that's what the majority pickยน. But what if the doctor said: "32% die within one year after surgery" Now, if you're like those in thisยน study, you'd be less likely to choose surgery. It's the same odds of survival. But the wording changed behaviour. This is the...
Target Timely Moments Read online Want someone to adopt a new habit? Contact them after a significant life event has occurred. This studyยน conducted by the Behavioural Insights Team proves it. They found that a promotional leaflet for a cycle share scheme in Portland, USA was nearly 4 times more effective when they targeted ๐ก๐จ๐ฆ๐-๐ฆ๐จ๐ฏ๐๐ซ๐ฌ, compared to ๐ฆ๐น๐ช๐ด๐ต๐ช๐ฏ๐จ ๐ณ๐ฆ๐ด๐ช๐ฅ๐ฆ๐ฏ๐ต๐ด. BIKETOWN was launched in Portland. All residents were sent this leaflet, but focusing on new movers is more cost-effective....