Decision Making marketing laws
When attention is shallow and stakes are low, choice runs on autopilot. These laws - cognitive ease, fluency over persuasion, system 1 dominance - explain why the easy-to-process brand usually beats the most rationally compelling one.
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How People Decide
The Autopilot Law
Most brand choices are made without conscious deliberation.
Daniel Kahneman, Ehrenberg-Bass Institute
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How People Decide
The Law Of Category Entry Points
Brands grow by linking to more buying situations.
Ehrenberg-Bass Institute, Jenni Romaniuk
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How People Decide
The Law Of Effort Minimisation
People choose the easiest acceptable option, not the best one.
Daniel Kahneman, Byron Sharp
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How People Decide
The Law Of Usage Over Attitude
Personal experience shapes brand perceptions more than advertising claims.
Byron Sharp, Ehrenberg-Bass Institute
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How People Decide
The Left-Brain Law
Over-rational advertising underperforms emotionally rich work.
Orlando Wood, Orlando Wood
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How People Decide
The Low Attention Law
Most advertising is processed passively, if at all.
System1, Ehrenberg-Bass Institute
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