Shopping Biases and Inflence

28-Oct-2023

Common everyday biases while shopping: How advertisements influence us in the Indian context

In a world where information is readily available, it's easy to assume that we make rational decisions when it comes to shopping. However, the reality is that our purchasing behavior is often influenced by a variety of biases, many of which are triggered by advertisements.

Anchoring bias

Anchoring bias occurs when we rely too heavily on the first piece of information we receive when making a decision. For example, if you see a dress for ₹1000 and then see another dress for ₹500, you may be more likely to buy the second dress, even if it's not the one you really want.

In the Indian context, anchoring bias is often used in advertisements that feature celebrities or influencers endorsing products. When we see a well-known person using a particular product, we may be more likely to believe that it is the best option available, even if there are other, more affordable or suitable products on the market.

Confirmation bias

Confirmation bias occurs when we seek out and interpret information in a way that confirms our existing beliefs. For example, if you're thinking about buying a new smartphone, you may be more likely to read reviews that praise the phone and ignore reviews that criticize it.

In the Indian context, confirmation bias is often used in advertisements that present a product in a positive light. For example, an advertisement for a fairness cream may show women with fair skin being successful in their careers and personal lives. This can lead viewers to believe that using the fairness cream will help them achieve similar success.

Scarcity bias

Scarcity bias occurs when we value things more when they are scarce or difficult to obtain. For example, you may be more likely to buy a product if it's on sale for a limited time or if there are only a few left in stock.

In the Indian context, scarcity bias is often used in advertisements that create a sense of urgency. For example, an advertisement for a limited-edition clothing collection may use phrases like "don't miss out" or "available for a limited time only." This can create a sense of FOMO (fear of missing out) and encourage viewers to buy the product before it's gone.

Social proof bias

Social proof bias occurs when we conform to the actions of others, believing that their behavior must be correct. For example, if you see a lot of people buying a particular product, you may be more likely to buy it yourself, even if you don't really need it.

In the Indian context, social proof bias is often used in advertisements that feature testimonials from satisfied customers. For example, an advertisement for a weight loss product may show before and after photos of people who have lost weight using the product. This can lead viewers to believe that the product is effective and that they will achieve similar results if they use it.

Bandwagon bias

Bandwagon bias occurs when we do something simply because everyone else is doing it. For example, you may be more likely to buy a product if it's popular or if it's being talked about a lot.

In the Indian context, bandwagon bias is often used in advertisements that feature celebrities or influencers endorsing products. For example, an advertisement for a new smartphone may show a popular actor using the phone. This can lead viewers to believe that the phone is popular and that they should buy it too.

Being aware of these biases can help you make more informed decisions when you're shopping. Next time you see an advertisement, take a moment to think about how it might be trying to influence your behavior.