Are you a maximiser or a satisficer?
The question relates to decision making. Maximisers seek the best possible option when making decisions. Satisficers are content with ‘good enough’.
Which you are often depends on what type of decision you’re making.
When you decided who to marry, you probably made a maximising choice. Well, hopefully you did. When you decided which bottle of wine to order, you probably made a satisficing choice. Second cheapest, right?
Maximising choices are usually better.
But you have to engage the System 2 part of your brain to make them. You think things through. Spend a lot of time and energy doing it. Then worrying after if you’ve made the right decision.
Satisficing choices are usually poorer.
But you only need to engage the System 1 part of your brain to make them. You don’t need to think things through. You spend little time and energy doing it. No worrying about whether you’ve made the right decision.
In our lives we make a LOT of decisions. Most of us want to make the best choices. But satisficing choices are much easier.
So, most of the time we satisfice.
Why are we talking about this? To drive category and brand growth we usually want shoppers to buy better. We want shoppers to make maximising choices more often. Choices that are based on value not just on price.
But most shoppers are using the System 1 part of their brain. They don’t have the time, energy or inclinations to weigh up the costs and benefits of all the options in a category and make an optimal choice. Then do that again in the next category. Then the next. And the next.
So, the key is to help shoppers make easier choices. Ones that they feel good about making. Ones that drive category and brand value.
Maximising choices made in a satisficing way.
How can you do this?
Performance Shortcuts. P&G are the masters of this. They use simple, quantified headlines to dramatise performance. For instance, “outstanding stain removal in just 1 wash” or “2x stain removal” or “4x less scrubbing.”
Shoppers can easily use them to make a maximising choice in a satisficing way.
Quality Shortcuts. Pret do this consistently. All of their communication – words and visuals – reinforce quality and freshness. For instance, “be better, eat fresher” or “just made” or “every kitchen has a shop.”
Giving shoppers a simple prompt to make a maximising choice in a satisficing way.
Taste Shortcuts. Napolina have been great at this in recent years. Take tinned tomatoes. It’s easy for shoppers to think they are just a basic ingredient. Meaning it doesn’t matter which ones you buy. Just buy the cheapest. Napolina are always challenging this. For instance, “your bolognese will thank you” or “your next secret ingredient.” Telling shoppers it does matter which ones you buy. So buy better.
Reframing a product to encourage more shoppers to make a maximising choice in a satisficing way.
Value Shortcuts. There are lots of good examples of this. Nescafe telling shoppers how much they are getting for their money “111 mugs of coffee a jar.” Fairy Liquid telling shoppers their product “lasts 2x longer.” P&G at it again with a simple, quantified headline. Hellmann’s telling shoppers to “love their leftovers.” Plenty telling shoppers the product “absorbs more so you can use less.”
All simple value hooks that enable shoppers to make a maximising choice in a satisficing way.
We want shoppers to buy better. Shoppers want to buy easier. So, help them do both.
Maximising choices communicated in a satisficing way.
Feel free to forward. Have a great weekend. Speak to you in a fortnight.