Forced actionįorced actions or fake actions induce consumers to believe that they cannot get a quote or make a comparison without following the indications of an online platform. Toying with emotionsĬonsumers’ judgement can be influenced by eliciting consumers’ emotions and by exploiting them, leading to biased decision. Furthermore, the online environment makes it difficult to differentiate between genuine and fake testimonials.Īn example of social proof and testimonial used by an insurance website: “92% of our customers stay with us”. Testimonials and user feedback usually display positive reviews and lack any negative experiences, or details on services or products. Testimonials are a form of social proof that may induce consumers to follow and copy the actions of other people. Social proof works by tapping into the basic human instinct to follow the actions of others, building trust and credibility, and lowering barriers to making purchases online (Cialdini, 2009). Social proof is a psychological and social phenomenon wherein people copy the actions of others when they feel uncertain in an attempt to reflect correct behaviour for a given situation. In this section we look at some misleading techniques that exploit consumers’ cognitive biases, also called “ dark patterns” that have been identified on different websites of European insurance companies. While behavioural insights can and should be used in the interest of consumers, unconscious biases can also be deliberately used by companies to persuade consumers to purchase products that do not necessarily meet their needs, their objectives or risk profile.
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