When You Just Hear of Something Then Hear of It Again
Let's say your friend recently told you well-nigh a new Netflix show. After you heard nigh the show from her, you lot began seeing and hearing about information technology everywhere -- on Facebook, at dinner with your parents, on your favorite radio station. Kind of creepy, right? Information technology might feel a fleck like a conspiracy theory, similar the whole world's suddenly playing a prank on you -- but it'southward non. It's known as the Bader-Meinhof Phenomenon. The Baader-Meinhof Miracle, otherwise known as the frequency illusion or recency bias, is a situation where something y'all recently learned virtually suddenly seems to announced everywhere. In that location are two reasons for this phenomenon -- commencement, selective attention, which means your brain is subconsciously seeking out more information on the discipline. Second, confirmation bias, which ways every time you lot come across something related to the bailiwick, your encephalon tells yous that information technology's proof the subject has gained popularity overnight. There are a few ways the Baader-Meinhof phenomenon might influence your customer's decision-making process, and understanding the psychology backside it is key to taking your marketing strategies to the adjacent level. Let'southward take a expect at 3 ways in particular now. To contain the furnishings of the Baader-Meinhof Phenomenon into your marketing strategy, y'all demand to put your brand messaging out at that place as much as possible. Remember, the Baader-Meinhof Phenomenon tin can only happen if someone initially notices or learns about your product. You'll desire to start with strong ad copy, an attending-grabbing headline, and memorable images to concenter your audition and innovate them to your company. Now that their brains are selectively paying attention, you'll want to spread your messaging to various platforms, including social media, radio stations, Television set, billboards. You'll want to cull platforms that marshal with your brand and client base -- the point is, yous want to repeatedly appear on these platforms and then your customers can notice you. Paid online advertisements and retargeting are two effective strategies for ensuring your frequency-illusioned customers start seeing you everywhere. Ideally, this volition get a self sustaining long-term strategy. Even if your customer isn't in the marketplace for your production now, they've seen your company everywhere. Adjacent fourth dimension their friend is looking for a production like yours, your potential client will mention yous kickoff. The Social Proof Theory, start coined past psychologist Robert Cialdini, states that someone who doesn't know how to deed or think will imitate other people, or turn to peers for guidance. In marketing, social proof is an extremely constructive method for persuading customers to buy a production. Customer reviews, testimonials, and statements like "four out of 5 parents recommend" are critical for convincing hestitant buyers to choose one product over another. What does this have to do with the Baader-Meinhof phenomenon? Well, think well-nigh it: the Baader-Meinhof miracle maintains that you lot'll see or hear something more than if y'all've recently learned about it. For example, let's say yous've recently learned about the new FitBit Accuse 2. Suddenly, y'all hear your coworkers talking about information technology. Then, you come across a post on Instagram, with one of your favorite celebrities endorsing the product. It's likely people were talking nigh the FitBit Accuse 2 before you heard nigh information technology, but in one case y'all did, your brain paid more attention to it. You took note of all those people raving about the product, and meanwhile, your brain chose non to pick upwards on that other conversation well-nigh the new Samsung Galaxy Gear Fit. In other words, y'all selectively listened to people discussing the FitBit production because you'd recently learned about it, and then social proof led you lot to believe information technology was the best, and perhaps only, fitness tracker selection. As you tin can see, these 2 psychological phenomenons work together to convince someone to buy one product in particular. To get the most out of the Baader-Meinhof Miracle, you lot'll want to use it hand-in-hand with The Social Proof Theory. Include reviews and testimonials on your website, besides as third-political party sites like Yelp, then once your customer learns about your product, she will be subsequently convinced through social proof to buy it. The Baader-Meinhof Phenomenon works for 2 reasons -- selective attention, and confirmation bias. Let'southward consider the second reason for a minute. Confirmation bias is actually a phenomenal tactic to convince customers to buy from your company over your competitors. Substantially, confirmation bias means someone looks for bear witness to confirm what they already believe, even when that evidence is largely neutral. For example, let's say you read that right-handed people are ameliorate at math. You believe it, and whenever you run across someone who'due south right-handed and good at math, you file that information away as prove yous're correct. You're insistent on maintaining your prior beliefs. Y'all wait for evidences that supports it, and you ignore show that contradicts it -- like your left-handed friend who is incredible at math. What does this have to do with marketing? A lot. One time your customers believe something to be truthful virtually your production, they'll look for testify to support it and ignore bear witness to the opposite. If you tin convince them your product offers something unique naught else on the market can offer, they'll believe it, and so they'll seek out prove to back up it. Easier said than done though, right? To learn how to use confirmation bias to your marketing advantage, permit'due south take a look at an example from the 1990's, when Schlitz, a failing beer company, hired Claude Hopkins, a legendary man in ad at the time. Hopkins asked Schlitz to give him a tour of their brewery. On the tour, he saw plate-glass rooms with beer dripping over pipes, expensive woods filters that took out impurities in the beer, and rooms filled with filtered air. The pumps and pipes were cleaned twice a day to avert contagion. Seeing the impressive process in action, Hopkins asked Schlitz why they didn't advertise it to people to show their beer was better. The Schlitz people told him, "All companies brew beer the same mode." "Yes," Hopkins replied, "But the beginning i to tell the public virtually this procedure will gain a big advantage." Within half dozen months of Hopkins' advertizing campaign for Schlitz, Schlitz beer became the number one selling beer in America. Why? Considering people were given evidence to believe Schlitz was purer. Once they were embedded with a confirmation bias for Schlitz, they probably tasted the beer and thought, "Aye, this is more pure." They also avoided other beer companies' advertisements to the contrary. By figuring out what makes your product unique and telling potential customers, you're creating a confirmation bias that your product is exceptional. As people seek out evidence to support their belief, the Baader-Meinhof Phenomenon asserts they'll begin seeing your production everywhere. Information technology's not easy, but if you can create a compelling campaign to capture an audition's attention and show them why your product is amend than others, the Baader-Meinhof Miracle and confirmation bias tin can do the rest. 
Baader-Meinhof Phenomenon (a.chiliad.a. the Recency Bias or Frequency Illusion)
Three Ways the Baader-Meinhof Phenomenon Secretly Influences Your Customer's Decisions
i. The Baader-Meinhof Phenomenon and Repetitive Marketing
two. The Baader-Meinhof Miracle and Social Proof Theory
iii. The Baader-Meinhof Phenomenon and Confirmation Bias
Originally published Aug 15, 2022 6:00:00 AM, updated August 20 2018
Source: https://blog.hubspot.com/marketing/baader-meinhof-phenomenon#:~:text=The%20Baader%2DMeinhof%20Phenomenon%2C%20otherwise,suddenly%20seems%20to%20appear%20everywhere.
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