People are extremely lazy. Why? Because our brain does not like to waste energy, so it always tries not to let you waste it. Our brain was formed in more difficult times, so it contributes, say, to obesity. Our brain contributes as well to our ability to manage these features for our own benefit.
How is this used in practice? There is so-called opt-in and opt-out marketing. The first case implies that you need to subscribe to something, to join something, whereas in the second case the situation is the opposite: by default, you are automatically subscribed to something or are a member of a certain group, and you need to unsubscribe or withdraw.
There is an excellent example demonstrating how these strategies work. It was particularly considered in the study by Eric J. Johnson and Daniel Goldstein.
Different countries use different strategies: in some countries, in case of death, people automatically become organ donors (opt-out), and in order to unsubscribe from this, they have to complete a certain bureaucratic procedure; in other countries, in order to become a donor, they have to undergo a bureaucratic procedure (opt-in).
I am sure you’ve already guessed which countries have got more donors. The answer is provided by a very indicative infographics from the Financial Times.
Opt-out wins with a significant margin. You can’t rob humans of the right to choose, but you can take advantage of human laziness.
What is the conclusion? If you want to have a particular option chosen, make it easier to choose. The less energy the choosing of a particular option takes, the more popular it will be.
It’s a very simple logic that makes it very effective. You can trace this logic in different tools. For instance, the article “How to choose the right price” described the anchoring effect, which shows that our choice depends on the context.
Do you catch the good news? We are able to manage the context.
How can we use this in sports? Let’s leave opt-out marketing for the fantasy of sports marketers, to get something more interesting than an automatic subscription to e-mail or SMS.
I propose to consider the “default” effect in the context of sport. In terms of sports neuromarketing, I explain this effect from the point of view that it is dangerous to differ from others. Throughout evolution, we needed to join certain groups in order to survive.
The very brain has evolved in such a way that spending a short period of time without a society of other people can cause mental problems that can drive a person to suicide (indeed, rejection by society is one of the main factors in committing suicide by a nominally sane person).
Hormones help us be in a group of people close to us by some parameters, which we group as “us”. And it’s one of the main factors why people keep on and will keep on going to the stadium. All we need is to help them a little.
The “default” effect works when a person sees the other members of the group, he/she considers himself/herself to be part of, go to the stadium, root for a particular team, buy the paraphernalia.
If you want me to develop along with a group of other professionals a strategy specifically for you, just make your request by sending me a message on E-mail firstname.lastname@example.org, and we will contact you within 24 hours.
Leon The Alien
SEE ALSO: Manipulation to avoid
Images: Pexels, Financial Times