🧠 The Psychology of Habits, Mimicry and Shared Belief
Welcome to our latest newsletter.
This month, we see how the brain manages multiple behaviours simultaneously.
How a sense of shared belief changes how we act.
We look at the subtle influence of mimicry.
And how too much choice can lead to a "search aversion".
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Brain Training: Juggling Multiple Habits (and Why It Matters for Your Bottom Line)
This research reveals how the brain learns and manages multiple behaviours simultaneously. The study found that distinct neural circuits are activated for different learned actions, even when those actions are related. This suggests that the brain doesn't just learn habits in a general way, but creates specific "programs" for each one. Understanding how these programs interact is crucial for behaviour change.
Here are practical ways to integrate into users' existing routines and encourage new, desired behaviours:
Habits are context-dependent: Design products that trigger the desired behaviour in specific situations. For example, a fitness app that reminds users to exercise when they arrive at the gym.
"Chunking" related behaviours: Group related actions together to create a more cohesive user experience. For example, a language learning app that combines vocabulary lessons with pronunciation practice.
"Habit stacking" for new product adoption: Link new product usage to existing habits. For example, suggest using a new productivity app immediately after the user finishes their morning coffee.
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Photo by Anastasia Shuraeva
The Paradox of Choice (Revisited): The Fear of Searching
New research suggests that online shoppers, even highly motivated ones, can be overwhelmed by too much choice. A large field experiment found that offering just two options often yields higher conversion rates than presenting three or four. The study revealed that the problem isn't just decision paralysis, but a reluctance to even begin a new search when faced with too many choices. A "search aversion".
Here are some practical ways to streamline choices:
Curate, don't inundate: Instead of offering every possible variation, carefully select a limited number of high-quality options that cater to different customer needs.
Highlighting differences matters more than number of choices: Focus on clearly articulating the key distinctions between the few options you present, rather than simply listing numerous features.
Personalized recommendations: Instead of overwhelming customers with a vast catalogue, use data to suggest a tailored selection of just two or three options.
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Photo by Karolina Grabowska
The Power of Shared Belief.
A new study on belief reveals that people exhibit stronger generosity towards those within their in-group. Humans are wired to favour "us" over "them," and this research highlights how readily we categorise and act accordingly.
This underscores the potent impact of creating a sense of shared belief with your target audience. Fostering a feeling of belonging and common ground. Here are some practical suggests for applying this:
Subtle cues of "in-group" belonging: Use language, imagery, and even design elements that subtly signal shared values and create a sense of "we-ness." This could be as simple as using inclusive language or highlighting shared passions.
Mirror and amplify your audience's values: Don't just tell them you understand them; demonstrate it by reflecting their values back to them in your messaging. Show that you "get" their aspirations, anxieties, and worldview.
"Us vs. Them" (carefully): While potentially risky, subtly defining an "out-group" (e.g., the status quo, outdated thinking) can strengthen the sense of belonging within your "in-group" of customers. This must be done ethically and sensitively.
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Photo by CottonBro
Mirror, Mirror, on the Wall, Who's the Most Influential of All? (It's You, Mimicking Them)
Research from Cornell University reveals the pervasive nature of mimicry. We unconsciously imitate others' behaviours, even when there's no apparent social pressure. This isn't just about fitting in; it's a fundamental aspect of human interaction, influencing everything from rapport to persuasion. The study highlights how deeply ingrained this tendency is, occurring even when individuals are unaware of the mimicry.
This offers powerful, if subtle, tools for influence. It's not about overt manipulation, but understanding how to leverage this innate human behavior. Here are practical ways to apply this:
Subtle mimicry builds rapport: Using imagery in marketing materials that subtly reflects the target audience's lifestyle or aspirations can create a subconscious sense of connection. Think about how lifestyle brands use aspirational imagery to mirror their target audience's ideal self.
"Match and mirror" in messaging: If your target audience uses specific slang or jargon, subtly incorporating it into your marketing copy can create a sense of shared identity (use with caution, and authentically). Similarly, mirroring their concerns or anxieties about a particular issue can make your message more resonant.
Mimicry in UX/UI design: Designing user interfaces that intuitively mimic real-world interactions can make products feel more natural and user-friendly. Consider how mobile banking apps often use metaphors like "balance" (referencing physical chequebooks) or "transfer" (mimicking the act of physically moving money), making digital transactions feel more tangible and less abstract.
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Photo by Dih Andréa
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