The Business of Choice: Marketing to Consumers' Instincts by Matthew Willcox

Author:Matthew Willcox
Language: eng
Format: mobi
Publisher: Pearson Education
Published: 2015-02-19T14:00:00+00:00

Having confidence in one’s ability to complete tasks or achieve goals is called self-efficacy. Marketing can really help people reach this state, which can be emotionally and functionally beneficial for the end user or chooser. In the past, brands tried to position themselves as the experts. From the perspective of helping people make confident choices, focus more on helping them feel expert.

If you can make people feel confident in their ability to make a decision they will make it more quickly and more boldly. Quizzes and games can really help with this. Asking them a question (like “which uses the most data, video or audio?”) could create a sense of self-efficacy in choosing a wireless data plan.

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