The trick to win rock, paper, scissors every time – and why it will help you with your marketing
Photo Credit by Vecteezy.com
At one point or another, most of us have played rock, paper, scissors.
But, how many of us know the go-to trick behind beating your opponent?
In China, scientists observed 360 students playing the game and uncovered an intriguing theory: winning players often stuck with the same winning move. To beat your opponent, play the choice that defeats their previous winner. For example, if they won with rock, choose paper.
This phenomenon is tied to biases and habits.
But, how does this connect with marketing, you ask?
Well, there’s some important principles at play in habit formation that can be infused in our marketing strategies.
Research in psychology and human behaviour sciences discovered that we all form habits in the same
three steps: the cue, the reward and repetition (and lots of it).
Essentially, there needs to be some type of trigger or motivation to start a new habit. Then, there needs to be a reward from doing that habit to confirm that it’s a good idea to form that habit. Lastly, there needs to be a sense of routine and repetition that is embedded for the particular habit.
But, to make the probability of the habit stick better, there are small things you can do and keep in mind to make them more effective.
Align the initial cue with another habit or appropriately timed action so they are more likely to do it.
Encouraging someone to carry out an action at another designated time for a similar action will increase the likelihood of them starting the new habit.
Create a reward that varies and draws on our natural love for unpredictability.
It has been proven time and time again that humans are more compelled to chase after a reward if there’s some excitement of unpredictability. Instead of just offering a free drink or meal, try making it more of a lottery prize or reward that differs from one type to another. Check out this example from a household brand we all know - and probably love.
Leverage the 'fresh-start effect' or use fresh-start messaging in your marketing.
The 'fresh-start effect' is a psychological phenomenon that makes people more inclined to form new habits during significant life transitions or at specific times of the year. For instance, 'Recharge and renew every Monday at our evening yoga class in the New Year!'"
Inspired to run your own campaign with these creative ideas for your small, local business?
Reach out to our team for a customised campaign or for more information.
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