Choice Architecture

What is Behavior Institute?

Today, all brand and communication strategies are prepared with the “Main Benefit + Reasons to Believe” approach.

This approach assumes that every consumer is reasonable enough to first ask the main benefit and then the reasons to believe in this main benefit.

Therefore, today’s science of marketing presumes the human as an ultra rational and logical being.

This is why the solutions to marketing problems are sought solely in research models, patterns, figures, and graphs only to continuously fail.

Yet the main pillar of Behavior Institute, “behavioural economics”, indicates that emotionality is at the forefront compared to logic when it comes to our economic decisions like buying.

We now know that the consumer is nurtured by his prejudices, sentiments, and mental shortcuts instead of being rational when making decisions about the product or the service.

We also know that models, which overlook psychological factors and consider the human as a rational being that makes only rational decisions, are not sustainable.

Brands, which cannot make a sustainable impact, try to fill the gap by spending more on the media. However, the consumer, bombarded as a result of this process, stakes a stronger claim on his attitude rather than changing it. That’s why it is wise to focus on behavior under circumstances where the consumer defends his attitude.

Behavior Institute is a choice architecture office focused on changing the behavior, not the attitude.

“Brand Choice Architects” take any environment where consumers make choices and redesign that environment in a way that facilitates decision making in favor of the brand.

All the solutions developed by our choice architects aim to change the consumer’s behavior rather than changing his attitude.

When is Behavior Institute?

If the consumer refuses to change his behavior even though you have accurately implemented everything that the science of marketing requires,

If irrational barriers against your product have formed on your consumer’s mind,

If you struggle in establishing a deep connection with your consumer even though you are using all of the conventional media,

If your advertisement does not call to action even though your conventional ad agency is applying everything that is known to be right,

If you presume that there exist emotional elements, that are beyond your control and that effect the purchasing process of your brand,

If you would like to seize an advantage without going into a medium battle with your competition,

If you believe that the channels that enable your consumer to reach your brand, are as important as the brand,

If you need the brand choice process to be facilitated in your favor, then you can contact us.