Understanding Self-Deception and Consumer Decision-Making

Introduction

• People often unknowingly overestimate their control over thoughts, feelings, and behavior.
• Lack of self-awareness can impede better decision-making amidst misinformation and product choices.

The BS Project

• Example: People claim to care about sustainability (7/10), but research shows:
  • 40% pay little attention to sustainability info on packaging.
  • No increase in liking for sustainable products in facial analyses.
  • Less cognitive processing towards sustainability claims.
• Coined as "BS project" to study the discrepancy between claimed beliefs and actual behavior.

Role of Subconscious Processes

• Subconscious processes significantly influence daily decisions.
• Traditional self-reported measures fail to capture subconscious thought and behavior.
• Research indicates people have over 6,000 thoughts a day, many of which are influenced unconsciously.

Consumer Biometrics and Neuroscience

• Biometric Measures:
  • Heart rate, facial expressions, brain waves to gauge subconscious psychological processes.
  • Eye-tracking analysis for visual attention.
  • Pupillometry for processing power.
  • Skin conductance for emotional intensity/stress.
  • Facial expressions and brainwave imaging for emotional state.
• Applications:
  • Understand decision-making both consciously and unconsciously.
  • Emerging field with potential, but needs careful scientific application.

Insights from Consumer Biometrics

• Environmental Influence:
  • Decisions influenced by subtle environmental changes (e.g., product scarcity).
  • Scarcity increases attention and perceived value.
• Mental Associations:
  • Decisions based on salient, often subconscious, associations (e.g., packaging influencing perception).
  • Altering packaging can enhance product valuation.
• Myth Busting:
  • Humor in advertising not effective without clear connections.
  • Moderately difficult texts/images can better engage attention.

Broader Applications

• Can enhance competitiveness of businesses by tailoring products and advertisements.
• Evidence-based approaches can:
  • Help consumers make informed choices.
  • Combat misinformation and scams.
  • Encourage sustainable consumption and healthier lifestyles.

Conclusion

• Understanding subconscious influences provides comprehensive insights into consumer behavior.
• Potential to revolutionize marketing, product development, and consumer protection strategies.