Choice-Supportive Bias

We recall more of the positives of our choices over any negatives

Once we buy, we feel guilt and internal conflict. To overcome this, we rationalize it by seeking out supportive information, leading to warped opinions.

Henkel & Mather (2007). Memory attributions for choices: How beliefs shape our memories. Journal of Memory and Language.

The study

Setup

80 people were asked to choose between two used cars with an equal number of positive and negative traits. Two days later, they had to recall which features were for their car and which were from the other.

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Results

The results showed that they incorrectly chose more positive features for their choice and more negatives for the car they didn’t choose.

np_read_2490885_000000

Henkel & Mather (2007). Memory attributions for choices: How beliefs shape our memories. Journal of Memory and Language.

Key Takeaways

Remind customers of their good choice.

Embrace rationalization and use this to help people feel great about their choices. Post-purchase, don’t just send an order confirmation, send an order celebration, like Fitbit do. Finish on a Peak!

Use as a platform for further steps.

Choices can also be validated by unlocking a new set of actions. Joining the club, getting drip-fed how-to guides, booking an event ticket or sharing a referral code are all tasks that help support previous choices. Harry’s does this very well with its shaving advice.

What next steps do you want a new customer to take?

Prime and capture positive sentiment.

Send a follow-up email a short period of time after product use with a simple call-to-action, such as a one-click star rating button with Social Proof evidence.

Choice-Supportive Bias

We recall more of the positives of our choices over any negatives

Once we buy, we feel guilt and internal conflict. To overcome this, we rationalize it by seeking out supportive information, leading to warped opinions.

Henkel & Mather (2007). Memory attributions for choices: How beliefs shape our memories. Journal of Memory and Language.

The study

Setup

80 people were asked to choose between two used cars with an equal number of positive and negative traits. Two days later, they had to recall which features were for their car and which were from the other.

Results

The results showed that they incorrectly chose more positive features for their choice and more negatives for the car they didn’t choose.

Key Takeaways

Remind customers of their good choice.

Embrace rationalization and use this to help people feel great about their choices. Post-purchase, don’t just send an order confirmation, send an order celebration, like Fitbit do. Finish on a Peak!

Use as a platform for further steps.

Choices can also be validated by unlocking a new set of actions. Joining the club, getting drip-fed how-to guides, booking an event ticket or sharing a referral code are all tasks that help support previous choices. Harry’s does this very well with its shaving advice.

What next steps do you want a new customer to take?

Prime and capture positive sentiment.

Send a follow-up email a short period of time after product use with a simple call-to-action, such as a one-click star rating button with Social Proof evidence.

Choice-Supportive Bias

We recall more of the positives of our choices over any negatives

Once we buy, we feel guilt and internal conflict. To overcome this, we rationalize it by seeking out supportive information, leading to warped opinions.

The study

Setup

80 people were asked to choose between two used cars with an equal number of positive and negative traits. Two days later, they had to recall which features were for their car and which were from the other.

Results

The results showed that they incorrectly chose more positive features for their choice and more negatives for the car they didn’t choose.

np_read_2490885_000000

In detail

Pairings

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Connected to

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Choice-Supportive Bias

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box Two