Something you should know is that “Even when we are not doing anything, we are making the decision of not doing it”. What do you think about that? Neuroscience tells us that us as individuals, whether we want it or not, can’t stop taking decisions constantly. What should I wear? Which road to take? What do I have for breakfast?
These unconscious decisions we make are part of our intuitive mind. This intuitive system uses a whole 90% of our thinking brain and is responsible of all the easy decisions we have to take. The intuitive system uses mental shortcuts that we acquire from our background, experiences and knowledge.
A math exercise:
- A baseball bat and a baseball ball cost 1,10€.
- The bat costs 1€ more than the ball.
- How much is the ball?
The ball costs 1€, right?
Your intuitive mind has worked here. But what if I put a gun on your head and say to you that if your answer is wrong I am going to pull the trigger? You are going to think your answer a little bit more.
The result found before is caused by the use of this shortcuts we have in our brain, that help us deal with simple life problems. You are now probably going to take a piece of paper, do the right computations, doing a deeper research and you are going to find out that the ball costs 0,05€. This is the use of your 10% rational mind, that analyses and makes a diagnosis on the most important decisions.
Our brain works this way. Our brain, for example, is also afraid that things run out. Our brain tries to look for the best opportunities. Our brain makes us feel uncomfortable when we take risks. Our brain, then needs incentives to take a decision that moves away from its comfort zone.
Here is when we have to use our neurobehavioral knowledge. And we do it by little steps, called Action Seeds (AS), that follow the Decision-Making Process:
- Inactive Stage: Take a friend who isn’t thinking of anything, and neutral to any idea.
- Curiosity Stage: If you tell this friend “let’s go do bungy jumping this weekend!”. Your friend, has received the first Action Seed. We have put them on the ‘curiosity stage’.
- Interest Stage: He may think that this is dangerous. That it is a risky and extreme activity and that he is not sure. But then another AS is planted and you say “don’t worry, the place I have been they use a 2-rope method in which it is impossible to fall”. Your friend seems to be growing his interest.
- Desire Stage: He can also think that the price of the activity can be too high for him, or that maybe it is not worth it. You answer “Not at all! And this place I am going, they perform a 50% discount if we book a package for two. And they also take you some photos while you are falling and when you are finished! You can show them to your colleagues at the office on Monday!”
- Decision Stage: A decision is made by your friend. And of course, he accepted!
The incentives -or Action Seeds- you planted in his brain have been responsible of his final decision.
The neurocommunicational impact is very important, and it increases more and more on marketing and user experience matters. The anticipation study performed to the users we are facing, with the detection of its fears, insecurities, comfort areas… are going to help us optimize the decision making of the users.
Written by Anna Vicent