🤥 4 Sesgos Cognitivos - Así TE ENGAÑO con Neuromarketing
Summary
TLDREste video educativo, presentado por Neus Díez, explora los sesgos cognitivos y cómo se aplican en el marketing. Se explican conceptos de Daniel Kahneman sobre los sistemas de pensamiento rápido e intuitivo (Sistema 1) y lento y lógico (Sistema 2), y cómo estos sesgos pueden influir en nuestras decisiones. Se presentan ejemplos de sesgos como el efecto de anclaje, el efecto bando, el efecto de enmarcado y el efecto señuelo. El video es una oportunidad para que el público aprenda sobre cómo el marketing utiliza estos sesgos para vender productos y servicios, y se anima a los espectadores a reflexionar y participar activamente en el canal.
Takeaways
- 📚 El contenido que se explica en el vídeo, que podría haber sido un curso de pago, se ofrece gratuitamente en YouTube para enseñar neuromarketing.
- 🧠 Se utiliza la teoría de Daniel Kahneman sobre los dos sistemas del pensamiento: el Sistema 1 (rápido, intuitivo y emocional) y el Sistema 2 (lento, deliberado y lógico).
- 🗣 El pensamiento rápido del Sistema 1 puede dar lugar a errores conocidos como sesgos cognitivos, que son aprovechados en el marketing.
- 🌐 El efecto de anclaje es darle demasiada importancia a la primera información recibida, lo que influye en nuestras decisiones posteriores.
- 📺 En el marketing, el efecto de anclaje se utiliza para hacer que los productos parezcan más baratos al compararlos con un precio mucho más alto.
- 🚀 El efecto bandwagon se refleja en cómo las acciones de la mayoría de las personas influyen en nuestras propias acciones y decisiones.
- 📈 La publicidad viral y los desafíos son ejemplos de cómo el marketing utiliza el efecto bandwagon para aumentar la participación y la popularidad.
- 🖼 El efecto de enmarcado muestra cómo la forma en que se presenta la información puede cambiar nuestra percepción y cómo se toma una decisión.
- 💸 Las ofertas como '2+1 gratis' pueden ser más atractivas que un simple descuento del 30%, a pesar de ser matemáticamente equivalentes.
- 🍷 El efecto decoy se ilustra con el ejemplo de las opciones de suscripción a la revista 'The Economist', donde la introducción de una decoy hace que una opción parezca más atractiva.
- 🎯 Compañías como Netflix, WordPress y Apple utilizan el efecto decoy para influir en las decisiones de los consumidores al ofrecer paquetes que parecen mejores valores.
Q & A
¿Qué es un sesgo cognitivo según el video?
-Un sesgo cognitivo son los errores que comete el Sistema 1, que es rápido, intuitivo y emocional, al tomar decisiones o interpretar información.
¿Cuál es la diferencia entre el Sistema 1 y el Sistema 2 según Daniel Kahneman?
-El Sistema 1 es rápido, intuitivo y emocional, mientras que el Sistema 2 es lento, deliberado y lógico.
¿Cómo define el video el sesgo de anclaje?
-El sesgo de anclaje es dar demasiada importancia a la primera información que recibimos, lo que afecta nuestra percepción y decisión subsiguiente.
¿Cómo utiliza la publicidad el sesgo de anclaje para influir en los precios?
-La publicidad puede mostrar un producto muy caro para hacer que otros productos parezcan más baratos en comparación.
¿Qué es el efecto bandwagon según el video?
-El efecto bandwagon es la influencia que tienen las acciones y opiniones de la mayoría en la forma en que pensamos y tomamos decisiones.
¿Cómo se relaciona el efecto bandwagon con las campañas virales en marketing?
-Las campañas virales en marketing aprovechan el efecto bandwagon al fomentar que las personas participen en desafíos o tendencias populares para aumentar la visibilidad y el impacto.
¿Qué es el efecto de enmarcado y cómo afecta la percepción de la información?
-El efecto de enmarcado es cómo la forma en que presentamos la información afecta la manera en que es percibida, aun cuando el contenido sea el mismo.
¿Cómo utiliza la publicidad el efecto de enmarcado para vender productos?
-La publicidad puede presentar ofertas o productos de manera que parezcan más atractivos o valiosos, al enfocarse en aspectos positivos y presentarlos de una forma específica.
¿Qué es el efecto decoy y cómo se utiliza en la toma de decisiones?
-El efecto decoy implica presentar una opción que no es la más deseada para hacer que otra opción parezca más atractiva en comparación.
¿Cómo cambió la elección de los suscriptores de THE ECONOMIST después de introducir una nueva opción decoy?
-Después de añadir una opción decoy, la mayoría de los suscriptores eligieron la suscripción en línea más la versión impresa, en lugar de solo la suscripción en línea.
¿Por qué el presentador ofrece este contenido de marketing de forma gratuita en YouTube?
-El presentador decidió enseñar de forma gratuita en YouTube en lugar de crear un curso de pago, esperando que los espectadores aprecien y valoren el contenido y aprendan de él.
Outlines
🧠 Introducción a los sesgos cognitivos en marketing
Neus Díez nos presenta un canal educativo sobre neuromarketing, centrado en enseñar sobre los sesgos cognitivos y cómo se aplican en el ámbito de la marketing. Ella explica que el contenido, que podría haber sido una cursada de pago, es ofrecido gratuitamente en YouTube. Utiliza la teoría de Daniel Kahneman sobre los dos sistemas del pensamiento humano: el Sistema 1, rápido, intuitivo y emocional, y el Sistema 2, lento, deliberado y lógico. A través de ejemplos sencillos, Neus ilustra cómo estos sesgos cognitivos, como los heurísticos, pueden afectar nuestras decisiones y cómo el marketing los explota para vender productos.
🌐 Efecto de anclaje y otros sesgos en marketing
El vídeo profundiza en el primer sesgo cognitivo, el Efecto de Anclaje, que consiste en dar demasiada importancia a la primera información recibida. Neus proporciona ejemplos como el árbol más alto del mundo y la comparación de precios de televisores para demostrar cómo se puede influir en la percepción del consumidor. También menciona otros sesgos como el Efecto Bandwagon, que se refleja en las tendencias virales y cómo la opinión de la mayoría puede afectar nuestras decisiones. Se hace un llamado a la reflexión sobre cómo el marketing utiliza estos sesgos para manipular la percepción del valor y la elección de los productos.
📊 Efecto de enmarcado y efecto decoy en la toma de decisiones
Neus Díez concluye el vídeo explicando el Efecto de Encuadre, que muestra cómo la forma en que se presenta la información puede cambiar nuestra percepción de ella, y el Efecto Decoy, que se da cuando se añade una opción a una elección para influir en la decisión final. Utiliza el ejemplo de la revista 'The Economist' para ilustrar cómo la introducción de una tercera opción puede cambiar drásticamente las preferencias de los consumidores. Finalmente, anima a los espectadores a reflexionar sobre las compañías que podrían estar utilizando estos técnicas y a que den su opinión sobre si le gustaría explorar más sesgos cognitivos en futuras videos.
Mindmap
Keywords
💡Neuromarketing
💡Cognitive Biases
💡System 1 y System 2
💡Heurísticas
💡Efecto de anclaje
💡Efecto bandwagon
💡Efecto de enmarcado
💡Efecto decoy
💡Viral Marketing
💡Reviews
Highlights
Neus Díez introduces cognitive biases in marketing and decides to teach this content for free on YouTube.
Cognitive biases are mistakes made by System 1 thinking, which is fast, intuitive, and emotional.
Heuristics are mental shortcuts taken by the brain, which can lead to cognitive biases.
The Anchoring Effect is explained as giving too much importance to the first piece of information received.
An example of Anchoring Effect is provided with the pricing strategy of TVs in MediaMarkt.
The Bandwagon Effect is discussed, showing how people are influenced by the actions of others.
Viral marketing and the influence of social proof are used to illustrate the Bandwagon Effect.
The Framing Effect is introduced, explaining how information is understood differently based on its presentation.
A supermarket example is given to demonstrate how framing affects the perception of discounts.
The Decoy Effect is explained, where a third option is added to influence the choice between two other options.
An experiment by The Economist is cited to illustrate the Decoy Effect and its impact on consumer choice.
Netflix, WordPress, and Apple are mentioned as companies that use the Decoy Effect in their pricing strategies.
Neus Díez invites viewers to engage with the video by liking, sharing, and commenting to support the channel.
The video concludes with a call to action for viewers to express interest in learning more about cognitive biases.
Transcripts
Hi Cuties! This is Neus Díez
Welcome to this channel where we teach Neuromarketing to consumers
Today we are going to speak about COGNITIVE BIASES
We apply Cognitive Biases in Marketing
First of all I want to inform you that this content I am going to explain in this video
was supposed to be a course with tuition fee
because this costs money
learning Marketing is expensive
But at the end i've decided to teach this FOR FREE in YouTube
I hope you like it, I hope you value it and i hope you learn a lot
To explain what is a COGNITIVE BIAS
I will use Daniel Kahneman's theory
about the 2 systems that stablish our thinkings
System number 1 is
fast, intuitive and emotional
System number 2 is slow, deliberate and logical
Quick question:
What's the capital of France?
That "Paris" that has just sounded in your mind in a very fast and intuitive way
Has been said by System 1
And if i ask you 17x15
You didn't answer
But in case you answered, it would have been because of System 2
in a slow, deliberate and logical way
System 1 is basic
to survive
It allows you to know things like:
If an object is near or far
What intentions does that person have with you?
Where is that sound coming from?
And it also allows you to understand easy sentences
It's shortcuts taken by your brain
to give you fast answers
This shortcuts are called
HEURISTICS
Your System 1
goes really well, but it has a problem:
it can make mistakes
These mistakes are named COGNITIVE BIASES
And this is what we're going to talk about in this video
about those mistakes that System 1 makes
about those cognitive biases
and about how Neuromarketing takes advantage of this to sell
I am going to explain these cognitive biases and
i am going to tell you some examples
But i want you to think
because if you're here
you are a very curious person
So i want you to think. Alright?
I will explain you just a little bit
I will give you some time, and you have to think
what Marketing Technique is taking advantage of this bias
let's go!
1st bias: Anchoring Effect
it's giving too much importance to the first data that we receive from some information
for example
if i tell you
The tallest tree in the world is more or less
500m tall
Your answer will be anchored to those 500m
Apparently, i asked you a question so that you give a free answer
But unconsciously i anchored you to 500m
Do you understand? Alright
Can you give me another example in Marketing where you believe they are achoring you?
You know that tv in MediaMarkt
of 8000 euros
You see it and you think: "but who would buy this? it's too expensive!"
and beside that 8000 euros tv, there's a 3000 euros tv that looks the same
same inches, almost same features...
So you look at the one of 3000 euros and you think: "well, this one is not that expensive!"
That's because they have anchored you to the 8000 euros tv
That's because the 3000 euros tv doesn't seem so expensive anymore
Usually, they don't even sell the 8000 euros tv, it's only for display.
If they do, maybe they just have 1 or 2 in stock
because that tv is not there so that you buy it
That tv is there so that the 3000 euros tv looks cheaper
This bias is amazing
I can unconsciously anchor you to a price
in the example of the tv there is still awareness
When you go to Vodafone and get a ticket
to wait in the queue
and you get number ¨90"
unconsciously you keep on thinking again and again about number 90
until it's your turn. you keep on thinking ¨90, 90, 90..."
Later, when it's finally your turn, they tell you
the rate is 50 euros per month
It doesn't sound that expensive
because unconsciously you've been anchored
to number 90
Last example
about Anchoring effect
Imagine you go to a restaurant with your partner, you take the wine list
you see that the first wine
is 500 euros
and you may think:"buy who would buy this?"
right below, there is a 120 euros wine,
so you say:
"alright, this one then. It's not that expensive"
not that expensive? they've just anchored you again!
Do they even have the most expensive one?
Do you think they really sell it?
or are they just displaying it on the list to anchor you?
This bias is INSANE
If my channel grows and if you support my channel
I'll go out on the street to anchor people, unconsciously
so that they pay more for products
we will carry out experiments
2. Bandwagon effect
What most of the people say and do
influence the way we think
Can you give me any example you can agree with?
Because a lot of people did something, others ended up thinking about it
Marketing takes advantage of this. Think now
Obviously
Viral challenges
Tell a mother: "Take a piece of cheese and throw it to your son on his face"
She would probably call social services so they get your children
But now tell her:" hey, take it easy"
It's a CHALLENGE, it's something VIRAL
Everybody is doing it (EXCEPT FOR YOU)
You will see how fast she will go to the fridge to get the piece of cheese to throw it on his poor son
Another example that probably you have thought if you are from Spain
Exactly
BALCONING
If you tell anybody, who isn't stupid
go and jump from a balcony to a pool
They would say: "NO"
But if you show him a video where you can see that it has many views, because it's a challenge
You will see how fast that moron will jump
so
Which technique of Marketing does take an advantage of this bias?
VIRAL MARKETING
Another business model based on this bias:
Amazon, Trip Advisor, Google Business
The fact of leaving REVIEWS
You can give your opinion and the rest will follow your opinion
I CHALLENGE you
As soon as they post a new video of "La Resistencia", leave a comment
LIKE it and tell some of your friends to do the same
You will see
that people will start leaving the same kind of comment as you
Not only in that video, but also in the next videos
In fact, this technique (pretending to talk about something you're not really talking about)
is commonly used
In many occasions, Companies
start talking (rumor) about themselves
so that the rest of the people talk about them
You can see many examples in this amazing book
One day i will post a video talking about all those rumors
that are used in Marketing
so that you end up talking about Marketing itself
3. FRAMING EFFECT
You will understand information depending on how I present it to you
Even if I am telling you the same, you will understand it in a completely different way
This one is quite difficult
but you can see it daily in Marketing
for example, If we had 2 supermarkets and in both of them we were selling the same product
and in one of the supermarkets we applied 30% discount in that product
while in the other supermarket we applied 2+1 free
we would sell more 2+1 free products
And it's even the same. Think about it
It's exactly the same
2+1 free means buying 3 products
with 33% discount
In Marketing
WE DON'T GIVE ANYTHING FOR FREE
Nobody gives you anything for free
They are forcing you to buy 3 products
This way, when we were applying 33% discount per product
we were not forcing you to buy 3 products
and you thought it was a worse option
however, it was a better option
Another example where we can clearly observe this bias is in PERCENTAGES
People are really bad at percentages
and we understand percentages depending on how they are presented to us
If I tell you:"my company has 90% of success"
You may think:
"Wow! What a successful company!"
But if i said "my company is having 10% fail"
You may think:"Oh my God, that's too bad
For sure if i hire you i will be in that 10%"
The information is exactly the same
but i gave you the information in a different way, so i made you think differently too
because of the way i presented the information
This is why in advertising we always concentrate in the POSITIVE aspects
Never in the NEGATIVE ones
Bias number 4.
DECOY EFFECT
Between 3 options, we will choose the one that is READY TO BE CHOSEN
Because in one of these 3 options, we will add a DECOY
This is very difficult to understand unless i give you an example
so i will tell you about an experiment performed by
THE ECONOMIST
so you can understand this concept very well
so that later you can think about which company is using this technique
THE ECONOMIST magazine had 2 options:
1 year online subscription for 60 dollars
or 1 year online subscription + magazine in paper format for 125 dollars
68% of the people chosed the first option
I mean, just the online subscription
whereas 32% wanted to have both the online magazine and the paper magazine
THE ECONOMIST wanted people to choose both magazines
because they would earn 125 dollars instead of just 60 dollars
So what did they do?
DECOY EFFECT
They added a 3rd OPTION
Using "The Good, the Bad and the Ugly" technique
"The Ugly" would be the online subscription for 60 dollars
"The Bad" would be a subscription to just the printed magazine for 125 dollars
whereas "The Good" would be the one ready to be chosen
which was
1 year online subscription + magazine in paper format for 125 dollars
what happened?
figures radically changed
Let me remind you that 68% of the people had chosen 1 year online subscription for 60 dollars before
that percentage switched to 16%
and
what was 32% before
I mean, 1 year online subscription + magazine in paper format
turned to be 84%
This is crazy
How could we jump from 32% to 84% thinking with logic?
Are you telling me now that by thinking reasonably, people need both magazines? online and printed?
Obviously NOT
But it's the most LOGICAL option
because it makes you believe you're not being cheated
and it looks like they're giving you something for free
"For 125 dollars I could get 1 thing, but now, for 125 dollars i can get 2 things"
"So they are giving it for free to me" But NOT
It's DECOY EFFECT
Now that you're aware of this technique, tell me
Which company is using it?
Obviously, NETFLIX
"The Good", "The Ugly", "The Bad"
WORDPRESS
"The Good", "The Ugly", "The Bad"
APPLE
"The Good", "The Ugly", "The Bad"
And on and on and on... and beyond
This is the end of this video, my Cuties
There are still many more biases and many more techniques that i would like to explain
but tell me if you liked the video
if you want me to continue teaching you things about biases,
just tell me and i'll do it
And if not, i'll start a course and i will earn money for it
That's it, my Cuties
LIKE, SHARE, COMMENT... ANYTHING TO HELP ME GROW
Bye!
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