In this post you’ll learn the answer for the questions: what is the availability bias definition? and how is it used in marketing?
For the ones who have read the previous 3 posts, you have probably noticed that cognitive biases are a territory yet to be fully explored. Each bias alone if explored has the potential to influence the way entire groups look at or feel about a product. Techniques that explore groups of 2 or more cognitive biases simultaneously multiply the appeal of the product in terms of the number of people it becomes able to spark an interest. The availability bias is one more tool you can add to your persuasion tool belt.
Availability bias definition
The availability bias is the tendency to recall and/or give more weight to whatever is more easily available. A very common saying that comes along with the availability of mind is: “top of mind tip of tongue”. The more available a certain topic is to our minds, the more likely we are to mention it when we have to talk about something. The same happens to products. The more available a certain product is in our minds, the more likely we are to suggest it/use it when we have a problem that can be solved by that kind of product.
How is it used in marketing?
One way of making a bit of information more available to our minds is through repetition. whenever we desperately need to make sure we remember something later we repeated it a few times over. Repetition makes the information more available to our minds. So, in marketing, the availability bias is triggered by exposing the product in question in a frequent interval to the prospects. This is done by for example: showing the same ads over and over again on TV or YouTube for a period of months to years. The more people watch the ad, the more likely it is that the product will be at the top of the mind when the time comes to find a solution to their problems.
It is all about knowledge and experience;)
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