People tend to shorten their decision-making process to simplify the task with some unconscious cognitive processes. There are a great number of brands who compete with each other through various distractions and they make the process even more difficult for the consumers. This is why people follow their instincts as a guide to avoiding the complexity of the process. These instincts or the source of unconscious behaviour can be differentiated in 7 different groups according to research. Those instincts can be the reason why people are not choosing your brand and what your brand needs to have to use those shortcuts according to cognitive biases theory of a behavioural scientist.

Consumer buy what they already know

People repeatedly choose the same products or brands year by year. Because as humans we are prone to go with the default option and do not like to disrupt the status quo. People think that if it works for us once it will work again and let’s not think about it. This is also a stage where consumer loyalty is started to be created. Brands can focus on customer satisfaction and promotions for brand loyalty to be able to make useful this shortcut for themselves.   

People buy what other people recommend or buy 

As human being, we are open to being influenced by other people. Other people provide reassurance for the product that it is a good choice and this creates a very active shortcut in the decision making the process. Influencer marketing is a great tool to create this shortcut into people’s mind. Obviously, brands are using this channel and the effectiveness of the method is quite high if it is used accurately. Ratings and reviews can be also highly important. 

People buy with their heart instead of with their head

The emotional effect of the advertisings are well-known fact and there are several examples that create difference regarding branding and perception management. Emotional interactions between brands and consumers create an instinct to convince them what to buy. Brands are phenomenal to use people’s emotions and drag them into their products. The more this is done, the more people have an urge to buy particular products as a part of unconscious cognitive bias. Therefore, the constructed communication between brand and consumer is highly substantial to create this effect.