Wen You Start Hearing About Something Again After You Learn About It
Let's say your friend recently told y'all about a new Netflix show. Subsequently you heard about the show from her, yous began seeing and hearing about it everywhere -- on Facebook, at dinner with your parents, on your favorite radio station. Kind of creepy, right? It might feel a chip like a conspiracy theory, like the whole earth'due south suddenly playing a prank on you -- just it's not. Information technology's known as the Bader-Meinhof Phenomenon. The Baader-Meinhof Phenomenon, otherwise known as the frequency illusion or recency bias, is a situation where something you recently learned about suddenly seems to appear everywhere. At that place are 2 reasons for this phenomenon -- first, selective attention, which means your brain is subconsciously seeking out more information on the bailiwick. Second, confirmation bias, which ways every time you encounter something related to the subject, your brain tells y'all that it's proof the subject has gained popularity overnight. There are a few ways the Baader-Meinhof miracle might influence your client'due south decision-making process, and understanding the psychology behind it is key to taking your marketing strategies to the next level. Let'due south take a expect at three ways in particular now. To incorporate the furnishings of the Baader-Meinhof Phenomenon into your marketing strategy, you lot need to put your brand messaging out there as much as possible. Retrieve, the Baader-Meinhof Phenomenon can only happen if someone initially notices or learns about your product. You'll desire to start with strong ad re-create, an attention-grabbing headline, and memorable images to attract your audience and introduce them to your visitor. Now that their brains are selectively paying attention, yous'll desire to spread your messaging to various platforms, including social media, radio stations, TV, billboards. You'll want to choose platforms that marshal with your brand and client base of operations -- the indicate is, you desire to repeatedly announced on these platforms so your customers tin can find you. Paid online advertisements and retargeting are two effective strategies for ensuring your frequency-illusioned customers kickoff seeing you everywhere. Ideally, this will become a self sustaining long-term strategy. Even if your customer isn't in the marketplace for your product at present, they've seen your visitor everywhere. Adjacent time their friend is looking for a product like yours, your potential customer will mention you start. The Social Proof Theory, first coined by psychologist Robert Cialdini, states that someone who doesn't know how to deed or retrieve volition imitate other people, or plough to peers for guidance. In marketing, social proof is an extremely effective method for persuading customers to buy a production. Customer reviews, testimonials, and statements like "iv out of 5 parents recommend" are disquisitional for convincing hestitant buyers to choose one product over another. What does this accept to do with the Baader-Meinhof miracle? Well, remember about it: the Baader-Meinhof phenomenon maintains that you'll see or hear something more if you lot've recently learned about it. For example, permit's say you've recently learned about the new FitBit Accuse two. Suddenly, yous hear your coworkers talking about it. And so, you lot encounter a postal service on Instagram, with i of your favorite celebrities endorsing the product. It's probable people were talking about the FitBit Charge two before you heard virtually it, but once you did, your encephalon paid more attention to information technology. You took annotation of all those people raving virtually the product, and meanwhile, your brain chose not to pick up on that other chat most the new Samsung Galaxy Gear Fit. In other words, you selectively listened to people discussing the FitBit production because y'all'd recently learned about it, and then social proof led you to believe it was the best, and perchance only, fitness tracker choice. As you can run across, these two psychological phenomenons work together to convince someone to purchase i product in item. To get the almost out of the Baader-Meinhof Phenomenon, you'll want to use it mitt-in-hand with The Social Proof Theory. Include reviews and testimonials on your website, every bit well equally tertiary-party sites like Yelp, and then once your client learns nearly your production, she volition be later convinced through social proof to purchase it. The Baader-Meinhof Phenomenon works for two reasons -- selective attending, and confirmation bias. Permit's consider the 2nd reason for a minute. Confirmation bias is actually a astounding tactic to convince customers to buy from your visitor over your competitors. Essentially, confirmation bias means someone looks for evidence to confirm what they already believe, even when that show is largely neutral. For example, let's say you read that right-handed people are better at math. You believe it, and whenever you see someone who's right-handed and adept at math, you file that information away as testify you're correct. You're insistent on maintaining your prior behavior. You expect for evidences that supports it, and you ignore prove that contradicts it -- similar your left-handed friend who is incredible at math. What does this take to practice with marketing? A lot. Once your customers believe something to be truthful near your product, they'll wait for evidence to support it and ignore bear witness to the contrary. If you can convince them your product offers something unique nix else on the market place can offering, they'll believe it, then they'll seek out bear witness to support information technology. Easier said than done though, right? To learn how to use confirmation bias to your marketing advantage, let'due south take a look at an example from the 1990'due south, when Schlitz, a declining beer company, hired Claude Hopkins, a legendary man in advertising at the time. Hopkins asked Schlitz to requite him a bout of their brewery. On the tour, he saw plate-glass rooms with beer dripping over pipes, expensive wood filters that took out impurities in the beer, and rooms filled with filtered air. The pumps and pipes were cleaned twice a day to avoid contagion. Seeing the impressive process in activity, Hopkins asked Schlitz why they didn't advertise it to people to show their beer was ameliorate. The Schlitz people told him, "All companies brew beer the same way." "Yes," Hopkins replied, "But the first 1 to tell the public about this process will gain a big advantage." Within half-dozen months of Hopkins' advertising campaign for Schlitz, Schlitz beer became the number 1 selling beer in America. Why? Considering people were given evidence to believe Schlitz was purer. In one case they were embedded with a confirmation bias for Schlitz, they probably tasted the beer and thought, "Yeah, this is more than pure." They also avoided other beer companies' advertisements to the opposite. Past figuring out what makes your product unique and telling potential customers, you're creating a confirmation bias that your product is exceptional. As people seek out evidence to support their conventionalities, the Baader-Meinhof Miracle asserts they'll brainstorm seeing your production everywhere. It'southward not easy, only if you tin can create a compelling campaign to capture an audience's attending and prove them why your production is better than others, the Baader-Meinhof Phenomenon and confirmation bias can exercise the rest. 
Baader-Meinhof Phenomenon (a.k.a. the Recency Bias or Frequency Illusion)
Three Means the Baader-Meinhof Phenomenon Secretly Influences Your Customer's Decisions
one. The Baader-Meinhof Phenomenon and Repetitive Marketing
2. The Baader-Meinhof Phenomenon and Social Proof Theory
3. The Baader-Meinhof Miracle and Confirmation Bias
Originally published Aug xv, 2018 6:00:00 AM, updated August 20 2018
Source: https://blog.hubspot.com/marketing/baader-meinhof-phenomenon
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