Using Behavioral Science in Marketing

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Increasing desirability through triggering availability bias

People will judge the likelihood of an event happening based on how easily they can recall a relevant example. When the event in question is their need for the product or service you sell, an effective marketing message will make pertinent examples readily spring to mind, which will help convince prospective customers that they should, indeed, make a purchase.

Quick. Answers these questions: Do more people die every year from shark attacks or flying champagne corks? From being accidentally shot or from sunstroke? From car accidents or from falls?

I opened a marketing webinar in 2021 with the first question, and most people chose shark attacks. There were some who, I suspect, sensed ...