🧠 The Psychology of Confusion, Betrayal, Pausing and Competition
Welcome to our latest newsletter.
In this email, we look at how pauses can make for better interactions
At how we compete more with those we know. Why confusion can actually help your brand.
How putting down your phone makes you more trustworthy. And how customers share more after a breach of trust.
And how customers share more after a breach of trust.
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Embrace the Fog: How Confusion Fuels Growth
Feeling lost? Don't fret! A recent Forbes article flips the script on confusion, arguing it's not a roadblock to progress but a hidden wellspring of personal growth. It highlights research suggesting confusion jolts the brain out of autopilot mode. This state of cognitive dissonance, where our existing beliefs are challenged, sparks curiosity and a drive to resolve the confusion.
The takeaway for businesses? Don't be afraid to strategically introduce a healthy dose of confusion into your marketing. By presenting customers with unexpected information or challenging assumptions, you can trigger a deeper engagement with your brand and potentially unlock new needs and desires.
The key is to guide customers out of the confusion, not abandon them in the fog. By providing clear solutions and addressing the newfound curiosity, businesses can convert confusion into a catalyst for customer growth and brand loyalty.
Photo by Cottonbro
Familiar Foes: The Nasty Neighbor Effect
We’ve long known that humans are tribal creatures, more inclined to cooperate with their own kind. But new research takes this a step further, revealing that we’re actually more competitive with those we know than with strangers.
It seems familiarity breeds not contempt, but rivalry. This counterintuitive finding challenges the notion that we’re inherently cooperative with our in-groups. Instead, it suggests a more complex dynamic where competition and collaboration coexist.
For businesses, this has significant implications. Understanding the nuances of in-group and out-group dynamics is crucial for effective marketing and competition. By recognizing the potential for heightened rivalry among familiar competitors, businesses can develop strategies to mitigate its impact and capitalize on opportunities.
Photo by Евгений Горман
The Paradox of Privacy: Why Customers Share More After a Breach
A study in the Journal of Business Research explored a surprising consequence of a sense of brand betrayal: consumers can become more willing to divulge personal information.
This seemingly illogical response stems from two competing forces: social affirmation (the desire to feel understood) and privacy concerns. When a brand betrays a customer's trust, the customer may seek validation by sharing their experience with others, potentially including the betrayed brand itself in the hope of regaining a sense of control over their information.
By empowering employees to address customer concerns effectively, businesses can mitigate the negative effects of personnel-related brand betrayal and even turn these situations into opportunities to strengthen customer relationships.
Photo by Ba Tik
Put Down the Phone, Pick Up a Friend: How Ditching Your Device Boosts Trust
In a world glued to smartphones, a new study offers a surprising (or perhaps not) revelation: putting down your phone can foster trust with strangers. Researchers found that individuals who interacted without their phones were more willing to share personal information and cooperate in a simple trust game compared to those glued to their screens.
The culprit? Our phones may create a social shield, hindering genuine human connection. By putting them away, we signal openness and a willingness to engage with those around us.
This has valuable implications for businesses. Creating environments that encourage face-to-face interaction can foster trust and loyalty among customers. Consider designated "conversation zones" in your office or encourage employees to ditch their phones during meetings. By prioritizing real-world connection, businesses can cultivate a more trusting and collaborative atmosphere.
Photo by Budgeron Bach
Pause for Thought: The Business Case for Slowing Down
In our fast-paced world, the relentless pursuit of efficiency often overshadows the importance of human connection. Yet, this research reveals that pausing might not be a luxury but a strategic imperative.
By slowing down and creating space for meaningful interactions, businesses can foster deeper relationships with customers, employees, and partners. These moments of pause allow for genuine connection, empathy, and understanding, building trust and loyalty.
Whether incorporating moments of quiet reflection into the customer journey or creating spaces for employees to disconnect and recharge, the power of the pause is undeniable. It’s time for businesses to recognize that slowing down isn't a weakness, but a strategic advantage.
Photo by Invisible Power
As ever, if there's anything we can help with, do get in touch.
James, Patrick and Dan
We practically apply the science of the human mind for hard, commercial results
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