--- title: [Infographic] 50 useful cognitive biases in marketing description: What are the 50 cognitive biases useful in marketing? Come and understand with this infographic how the brain of your customers works. image: https://inbound.lasuperagence.com/hubfs/50%20biais%20cognitifs%20utiles%20dans%20le%20marketingv2.png --- [![Logo La Super Agence](https://inbound.lasuperagence.com/hs-fs/hubfs/lasuperagence-web.png?width=291&height=50&name=lasuperagence-web.png "Logo La Super Agence")](https://www.lasuperagence.com/) - [IA et Marque Employeur](https://lasuperagence.com/gen-ia-marque-employer/) - [Nos publications](https://inbound.lasuperagence.com/nos-publications) - [Inbound Recruiting](https://inbound.lasuperagence.com/inbound-recruiting-guide-definition) - [Blog](https://inbound.lasuperagence.com/blog) - [Contact](https://inbound.lasuperagence.com/fr/landing-page-2024) # Blog Ideas, advice, news ![Guillaume Vigneron](https://inbound.lasuperagence.com/hubfs/Cartoon_Guillaume_Vigneron.png) [Guillaume Vigneron](https://inbound.lasuperagence.com/en/blog-agency/author/guillaume-vigneron) --- 29 September # \[Infographic\] 50 useful cognitive biases in marketing Did you know that by adding a strawberry to the top of a cake you can trick people into thinking that the cake has fewer calories than it actually does? It's called a **cognitive bias**. Cognitive biases are **psychological deviations** that **prevent us from rationally processing information**. Usually **unconscious**, this form of **false logic** thinking influences our judgments, perceptions, and even our memory! [![New call-to-action](https://no-cache.hubspot.com/cta/default/1753382/f8a8c2c0-e397-46e4-8635-23368541daf5.png)](https://cta-redirect.hubspot.com/cta/redirect/1753382/f8a8c2c0-e397-46e4-8635-23368541daf5) The amazing thing about cognitive biases is that even knowing about them, you can't help but fall for them. Take for example **the anchoring effect**, used systematically during **sales**. If you see that a jacket was worth €299 and it's on sale for €49, you'll probably buy it... even though you know for a fact that it was never worth €299!" If you are a marketer you probably don't consider yourself to be a psychologist. Yet, **understanding how the brain works can help you persuade your audience**. So here are 50 cognitive biases that might be useful to you in Marketing, divided into 6 categories: memory, social, learning, belief, fashion and politics. ###### [![Infographic Cognitive Biases](https://inbound.lasuperagence.com/hs-fs/hubfs/50%20biais%20cognitifs%20utiles%20dans%20le%20marketingv2.png?width=1920&name=50%20biais%20cognitifs%20utiles%20dans%20le%20marketingv2.png)](https://inbound.lasuperagence.com/hubfs/50%20biais%20cognitifs%20utiles%20dans%20le%20marketingv2.png) Infographic on cognitive biases inspired by [Titlemax](https://www.titlemax.com/discovery-center/lifestyle/50-cognitive-biases-to-be-aware-of-so-you-can-be-the-very-best-version-of-you/) ## Bias #1: Fundamental attribution error Other people's actions reflect their character but our own may **depend on context**. *My neighbor chose this painting because it is naive. Me, I picked it because of the promotion.* ## Bias #2: Self-complacency Our failures (unlike our successes) are **not our responsibility**. *My marketing campaign failed because customers didn't understand anything about what was expected of them.* ## Bias #3: Intragroup We view **members of our group** more favorably than those who are excluded. *I have interviewed my family and unlike you, we agree: this product will be a hit!* ## Bias #4: The hype **Aggregation of a behavior** once many other people adopt it. *It's really about time I bought that last smartphone that all my friends have.* ## Bias #5: Groupthink Due to a **desire for harmony in the group**, we make irrational decisions. *I don't want to offend my client or my boss, so I'll make it look like a computer failure.* ## Bias #6: The halo effect An individual is judged positively if he or she exhibits **attributes previously judged positive**. *What a handsome man, that salesman! I'm sure what he's telling me is the pure truth.* ## Bias #7: Moral luck An individual receives blame/praise for an act, even if it was **not totally intended**. *We perform better than our competitors because we have more human values.* ## Bias #8: False consensus effect Tendency to **overestimate the degree of agreement** that others have with us. *Everyone knows that milk is good for you.* ## Bias #9: Curse of knowledge Once we learn something, we assume that **everyone else knows it too**. *I just saw my first webinar on [SEO](https://inbound.lasuperagence.com/astuces-seo-2020)! What do you mean, what is it?? Ignorant!"* *[![Call-to-action ebook visibilité Internet](https://no-cache.hubspot.com/cta/default/1753382/b937e693-54a8-4c96-9dd2-c97cd9fd0387.png)](https://cta-redirect.hubspot.com/cta/redirect/1753382/b937e693-54a8-4c96-9dd2-c97cd9fd0387)* ## Bias #10: Projector effect **We overestimate the attention** people pay to our behavior and appearance. *I can't wear these shoes to the webinar. Everyone will see that they are not shined!* ## Bias #11: Heuristic availability Our decisions are **based on current information**, which we always have in mind. *I just saw an ad for X, I'll probably buy it as I walk past the shelf.* ## Bias #12: Identifiable victim effect We feel more empathy when we can **identify with a victim**. *The professional in this ad has the same problem I do. His solution should work for me too.* ## Bias #13: Belief in a just world Some events are seen as intended to **punish or reward a previous act**. *I got lucky this morning! It was probably because of the donation I made to the red cross.* ## Bias #14: Naive realism We believe we **observe reality objectively** but that others observe it in a biased way. *"The enemy is stupid: he believes that we are the enemy when it is he!" (Desprosges).* ## Bias #15: Naive cynicism **People expect more self-centeredness** from others than is actually the case. *If this brand is doing a promotion now, it's probably to rip me off afterwards.* ## Bias #16: Barnum Effect Consists of giving a **personal meaning** to a text that can be applied to anyone. *Look, I just got an email telling me I won $100 because I am a very special customer!* ## Bias #17: Dunning-Kruger effect The less qualified **overestimate their skills** and the more qualified underestimate them. *Advertising doesn't work on me, I've seen every episode of "Pub Culture!"* ## Bias #18: Anchoring effect The **first information received** is used as a **reference** to judge subsequent ones. *This product was worth 990€ but during 24H, it is reduced to 490€ \[its usual price, Editor's note\]. This is a great deal.* ## Bias #19: Automation We favor **decisions from automated systems** even if they are obviously incorrect. *My spellchecker says "supposed to" not "sensible". So that's the correct wording.* *![We favor decisions from automated systems.](https://inbound.lasuperagence.com/hs-fs/hubfs/biais-cognitif-automatisation.jpg?width=1920&name=biais-cognitif-automatisation.jpg)* ###### Contrary to what we think, machines are not always right. ## Bias #20: Digital Amnesia We tend to **forget about easily accessible** information via search engines. *This woman in this commercial is my favorite actress! Her name is...uh...wait I'm checking Google.* ## Bias #21: Reacting Desire to **do the opposite** of what is dictated by others to prove our freedom of spirit. *You all tell me that electric is the future. So I'll keep my old diesel car.* ## Bias #22: Hypothesis confirmation We tend to believe and remember information **confirming our perceptions**. *Do you eat meat? You're crazy, it's not good for your health. They say it everywhere.* ## Bias #23: Backfire effect We refute logical evidence if it **would invalidate our beliefs**. *The government communicates heavily about seatbelt use in cars. Probably a hoax.* ## Bias #24: Third person effect People believe that **mass media influences others** more than themselves. *You're really naive to believe what you're told on the news!* ## Bias #25: Belief bias We primarily judge an argument based on its **alignment with our beliefs**. *What this ad says is probably wrong, but it clearly goes along with my beliefs. So I'm relaying it!* ## Bias #26: Cascading availability The more **repeated** a belief is, the more **plausible** it is considered. *I'm not going to buy this baby potty. I hear it has razor blades in it!* ## Bias #27: Declinism Belief that a society or institution **is inexorably moving toward decline**. *I love this product. It reminds me of that time when we still knew how to make beautiful things.* ## Bias #28: Status quo We prefer things to stay the same. The **change** is considered a **loss**. *This service doesn't work every other time! Still, I'll keep it, I've gotten used to it.* ## Bias #29: Sunk costs We invest in a project **until time that investment can be justified**. *This investment has been costing me money for 5 years. I'm not going to stop it now to gain nothing!* *![We invest in a project until time that investment can be justified.](https://inbound.lasuperagence.com/hs-fs/hubfs/biais-cognitif-couts-irrecuperables.jpg?width=1920&name=biais-cognitif-couts-irrecuperables.jpg)* ###### These costs are neither refundable nor recoverable by any other means. ## Bias #30: Player Sophism We believe that past events have an **incidence on future possibilities**. *It's been a year since I won anything at this game of chance. Inevitably, I'm going to win in not too long!"* ## Bias #31: Zero risk We would rather have **small, certain profits** than larger but less certain profits. *I'm going to put all my savings in gold. It's safe, gold!* ## Bias #32: Framing effect We react differently to messages depending on **how they are presented to us**. *81% of their customers are satisfied? Must be a good brand \[that has 19% unhappy customers, Editor's note\].* ## Bias #33: Stereotype bias Beliefs about a group that are **generalized to all members of that group**. *This product references Star Wars. Therefore, it is intended for children.* ## Bias #34: Homogeneity effect In contrast to the members of our group, **the members of other groups look the same**. *I'm not going to buy this product: it's pink, so it's for women!* ## Bias #35: Principle of authority We trust and are more often influenced by the ideas of **authority figures**. *The gentleman in the white coat talking in this commercial tells me it's good for my health so I believe it.* ## Bias #36: Placebo effect Improved health **not attributable to treatment**. *Since I've been eating this trace element yogurt, I feel significantly better!* ## Bias #37: Survivor bias We focus on the success of a process but **neglect the failures preceding** that success. *The private space industry is doing very well. Look at the success of SpaceX!* ## Bias #38: Perception of time **We perceive time differently** after trauma or considerable effort. *I don't understand anything about this commercial, it seems to go on forever!* ## Bias #39: Parkinson's Law of Futility We place **too much emphasis on trivial matters** and avoid complex problems. *I absolutely have to get my tax problem sorted out...what's new on Netflix?* ## Bias #40: Zeigarnik Effect **We remember unfinished tasks** more than completed ones. *Three weeks I've been going to the gym and I still don't see an effect in the mirror...* ## Bias #41: IKEA effect We place **more value** on things that we **partly created ourselves**. *Can I customize my mug?! Wow!"* *![bias-cognitive-effect-IKEA](https://inbound.lasuperagence.com/hs-fs/hubfs/biais-cognitif-effet-IKEA.jpg?width=799&name=biais-cognitif-effet-IKEA.jpg)* ###### At The Super Agency, we are not immune to the IKEA effect. ## Bias #42: Benjamin Franklin Effect After **performing a service for someone**, we are convinced that they are **appreciative**. *I took the questionnaire from this bank. I'll be happy to buy insurance there.* ## Bias #43: Witness effect The more witnesses, **the less likely they are to help the victim**. *This product seems dangerous to me for children and nothing is marked. Surely someone will respond!"* ## Bias #44: Suggestibility We fill in the gaps in some memories with **information suggested** beforehand. *A two-year warranty extension as I committed to? Oh yeah, okay, if you say so.* ## Bias #45: False memories We mistake our imagination **for real memories**. *I am twenty years old and remember Y2K perfectly.* ## Bias #46: Cryptomnesia We think we are producing an original idea **without remembering having read it before**. *I just had a great idea! I'm going to have our meal delivered directly from our restaurant.* ## Bias #47: Series Illusion Tendency to **falsely perceive coincidences** in random data. *An 8% reduction? Great, 8 just happens to be my lucky number. I was born on 08/08/1988!"* ## Bias #48: Pessimism Tendency to **overestimate the probability** of getting **unfavorable** outcomes. *I'm sure I'll get robbed. I'll buy a security system.* ## Bias #49: Optimism Tendency to **overestimate the likelihood** of getting **favorable** outcomes. *By registering on this dating site, I am sure that I will finally meet my soulmate.* ## Bias #50: Blind spot **We think we are impartial**, unlike others. *Everyone is wrong about the quality of this product. Me, I know it's reliable. Besides, my cousin does it.* *[![Call-to-action ebook 24 astuces](https://no-cache.hubspot.com/cta/default/1753382/90546ada-ce92-40b4-81c5-d0edceceb29a.png)](https://cta-redirect.hubspot.com/cta/redirect/1753382/90546ada-ce92-40b4-81c5-d0edceceb29a)* So, will you add a strawberry to your cake? Topics: [Inbound Marketing](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-marketing), [Infographie](https://inbound.lasuperagence.com/en/blog-agency/tag/infographie), [Biais cognitifs](https://inbound.lasuperagence.com/en/blog-agency/tag/biais-cognitifs) - - - - [mailto:?subject=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/infographie-biais-cognitifs-marketing%20&body=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/infographie-biais-cognitifs-marketing](mailto:?subject=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/infographie-biais-cognitifs-marketing%20&body=Sehenswert:%20https://inbound.lasuperagence.com/en/blog-agency/infographie-biais-cognitifs-marketing) ## Related to this article [![](https://inbound.lasuperagence.com/hubfs/Funnel_recrutement.jpg)](https://inbound.lasuperagence.com/en/blog-agency/funnel-recrutement-infographie) ## [\[Infographic\] What is a recruitment funnel?](https://inbound.lasuperagence.com/en/blog-agency/funnel-recrutement-infographie) [Read more](https://inbound.lasuperagence.com/en/blog-agency/infographie-biais-cognitifs-marketing) by [Mégane Segorb](https://inbound.lasuperagence.com/en/blog-agency/author/mégane-segorb) ![Mégane Segorb](https://inbound.lasuperagence.com/hubfs/1%20GIFT%20HIGH%20RES%20B_W.png) [Inbound Recruiting](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-recruiting), [![](https://inbound.lasuperagence.com/hubfs/pexels-cottonbro-5082581.jpg)](https://inbound.lasuperagence.com/en/blog-agency/marketing-b2b-tiktok) ## [BtoB marketing and TikTok: does it make sense?](https://inbound.lasuperagence.com/en/blog-agency/marketing-b2b-tiktok) [Read more](https://inbound.lasuperagence.com/en/blog-agency/infographie-biais-cognitifs-marketing) by [Mégane Segorb](https://inbound.lasuperagence.com/en/blog-agency/author/mégane-segorb) ![Mégane Segorb](https://inbound.lasuperagence.com/hubfs/1%20GIFT%20HIGH%20RES%20B_W.png) [Inbound Marketing](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-marketing), [![](https://inbound.lasuperagence.com/hubfs/Google%20Drive%20Integration/Comment%20calculer%20son%20budget%20de%20Marketing%20Digital-3.png)](https://inbound.lasuperagence.com/en/blog-agency/budget-marketing-digital) ## [Comment calculer son budget de Marketing Digital ?](https://inbound.lasuperagence.com/en/blog-agency/budget-marketing-digital) [Read more](https://inbound.lasuperagence.com/en/blog-agency/infographie-biais-cognitifs-marketing) by [Maxime Bontemps](https://inbound.lasuperagence.com/en/blog-agency/author/maxime-bontemps) ![Maxime Bontemps](https://inbound.lasuperagence.com/hubfs/illustrationmaxime_v1.png) [Inbound Marketing](https://inbound.lasuperagence.com/en/blog-agency/tag/inbound-marketing), ## Réagir # SUIVEZ-NOUS SUR LES RÉSEAUX SOCIAUX Rejoignez notre communauté ! - - - - - - ### Contact - [Nous contacter](https://inbound.lasuperagence.com/contact) - [Nous rejoindre](https://inbound.lasuperagence.com/talents) - contact@lasuperagence.com ### Nos services - [Inbound recruiting](https://inbound.lasuperagence.com/inbound-recruiting-guide-definition) - [Inbound marketing](https://inbound.lasuperagence.com/offre-inbound-marketing) - [ROI calculator](https://www.lasuperagence.com/roi-calculator) - Formations ### Presse - [Nos publications](https://inbound.lasuperagence.com/nos-publications) - Presse [![12](https://inbound.lasuperagence.com/hs-fs/hubfs/12.png?width=170&name=12.png "12")](https://www.hubspot.com/agencies/la-super-agence) © LA SUPER AGENCE.[Mentions Légales](https://inbound.lasuperagence.com/mentions)