I got BE-ScEIGED….!! I booked my flight to Mumbai and used a travel app for it.
For the 1st time I was seized with how much of Behavioral Science was at play!
After selecting the flights, I was presented with a number of “last minute” add-ons.
I smiled as I went about opting in or out, as I recognised at least EIGHT different ways in which Behavioural Science (BeSci) was used:
1. I was tempted with “+4 more benefits” of the insurance (Nudge)
2. “Claim processed in 24 hours…” a good testimonial was presented (Social Proof)
3. “No, I will Risk my trip..” (Loss Aversion)
4. The “12% Double Delight Deal” was highlighted in a bold, dark Red (Salience)
5. That 12% Deal was added by default, asking (daring!) me to REMOVE the benefit (Default Bias)
6. The FREE Hotel Coupon also (was already) Added (Endowment Bias)
7. A Donate option was there with the words “responsible” and “offset carbon foot prints” (Social Norm)
8. The Rs. 10 amount was very small compared to the ticket cost (Contextual Bias)
Good job MakeMyTrip!
Well, I consciously chose the ones I wanted – and got the 12% the next morning when I eventually booked the Hotel too!
Excited to meet a few of you in Mumbai. I’m there from 8th-11th Feb, to conduct a few workshops and for a few meetings.
Btw, if you’re wondering what those other things are in the image – it’s from a post that I make every day on a WhatsApp Group Chat.
I share an idea or learning, on a topic, in an attempt to improve our (mostly, mine!) collective wisdom.
Get alerted for new posts via the Newsletter .
So… where do you see BeSci every day?
Do share it in the Comments – and, yes, thanks for reading!
