Ebbinghausova iluzija u marketingu

THE EBBINGHAUS ILLUSION IN MARKETING

Promosapiens Case Study EN, Projects

Project background: The Ebbinghaus illusion is an optical illusion in the perception of size, where a shape surrounded by smaller shapes seems larger, while the same shape surrounded by larger shapes seems smaller.  Method: On a sample of 8.800 subjects, we conducted a survey in which subjects were asked which bowl of ice cream they would rather choose. The amount …

I WISH LINO WAS HERE (LINO)

Promosapiens Case Study EN, Projects

Project background: How to mark and refresh customers’ connection with a product or service that exists since their childhood? Psychology behind the idea: People tend to remember the past better than it was and especially compared to the present. “Back then” everything was better. This psychological phenomenon is called “Rosy retrospection”, which we used to create a campaign to mark …

Top of Mind eksperiment

Top of Mind experiment

Promosapiens Case Study EN, Projects

Project background: Brands that succeed to be mentioned first when a person is asked “Which brand from category X first comes to your mind?”, have a significantly higher chance of being the first choice when buying. Method: Using the “Top of Mind” software developed by Promosapiens based on methodologies used in explicit questionnaires (respondents consciously answer questions) and implicit measurements …

Boss… – (Maxflu)

Promosapiens Case Study EN, Projects

Project background: Most campaigns in the pharmaceutical industry have sterile, animated depictions of pain points and their resolution without any emotional connection to patients. Although there are rules for advertising over-the-counter medications, emotional connection with patients, with no conscious or unconscious intention to manipulate information is both desirable and possible. The psychology behind the idea: The increase in likeability is …

Strategija društvenog dokaza

Social proof strategy

Promosapiens Case Study EN, Projects

Project background: The social proof strategy is based on the idea of ​​normative social influence, which says that people will adapt to be liked by others and accepted by society. Method: We gave the respondents fictitious information that 80% of people peel a banana from the backside, expecting that information will influence their choice, although this information is untrue. We …

“When…” (Prolife)

Promosapiens Case Study EN, Projects

  Project background: The most important indication of the product is diarrhea, but this term should not be used. Mechanics: The human face has an almost hypnotic effect on the user’s attention. For umbrella communication, a copy was created based on the communication actually used by the target group in such situations. Marketing campaigns in the pharmaceutical industry are very …

“You have your pacifier” (AnnikaBaby)

Promosapiens Case Study EN, Projects

Project background: There are many products on the market for children that do not seem so different at first. In the crowded space of such products to emphasize the uniqueness and quality of your own brand, becomes a great challenge. Mechanics: We communicated the functional benefits of the product (they come in all shades, they are of high quality …) …

Efekt “sidra”

THE ANCHORING EFFECT

Promosapiens Case Study EN, Projects

  Project background: The anchoring effect is a cognitive bias that describes the common human tendency to rely too much on the first piece of offered information (“anchor”) when making decisions.  Method: This research was originally conducted at Harvard University. For the needs of Promosapiens, it was repeated with one difference – in the offered answers was the monthly salary …

“Sunk cost fallacy” eksperiment

“SUNK COST FALLACY” EXPERIMENT

Promosapiens Case Study EN, Projects

  Project background: Cognitive bias called “sunk cost fallacy” refers to the tendency of people to continue a certain action – in this case watching a boring movie – after the invested effort, time and/or money. Method: We conducted this experiment on a sample of 4.770 participants. Participants were given the task to choose whether to leave the cinema during …

Efekt proširenih zjenica

DILATED PUPIL EFFECT

Promosapiens Case Study EN, Projects

  Project background: The pupil of the eye dilates with greater cognitive effort when light changes or when we are excited. Research shows that a person looks more attractive when he has dilated pupils. Back in the Middle Ages, court ladies dripped their eyes to get the effect of dilated pupils. The best example of the application of dilated pupils …