Matthew Willcox, fundador y director del Institute of Decision Making en FCB
Matthew Willcox, Founder and Director of the Institute of Decision Making at FCB considers that marketing is essentially about influencing decision making. Willcox is author of The Business of Choice: Marketing to Consumers Instincts -nominated for 2016 Marketing Book of the Year 2016- and in his expert opinion the intuitive system is much stronger that the rational, that’s why he talks about marketing instincts. “In order to predict what people will do, you must see what they’ve done in the last 6 million years. The decisions we make today are based on instincts that we inherited hundreds of years ago” he said on Tuesday 25th, during a conference he gave inspired in his book, held in Mexico City. “Our brain works with cognitive shortcuts. Shortcuts not always work, but my message for marketers is always seek the way to make consumers decisions easier” he said. In decision making, Willcox also highlighted that people don’t like to lose things. “As advertisers, we must understand how a possible lost can help you or harm you. We must try to find ways to relate what’s new to decisions or ideas we already know.” He concluded that marketers should know to who they want to look like as brand and from who they want to distinct their selves. “Referent points are the base for decision making in humans. The idea is making that the behavior you want people to adopt is the natural path.”
