Ever wondered why customers haven’t noticed new information about your brand? Why it’s so difficult to change an established position in their minds?
Maybe it’s not because they won’t, it’s more that they can’t.
Our evolutionary history has always been about us as a species, learning and trying new things. But if that had been done without limits, the sheer number of failed experiments would have killed us all off long ago. That’s why there are guard rails built in to prevent this.
Once we’ve found something that works for us in a particular scenario, we tend to use that as our default position. This reduces the need for repeated risk taking, which could be prejudicial to our surviving long enough to reproduce.
Enter the uncertainty principle and negative transfer.
The uncertainty principle (not the Heisenberg one) states that people will pay more attention to stimulus that’s unfamiliar to them. They don’t recognise it and can’t predict what it means. So they will continue to pay attention until they feel that they know what it means.
At this point they not only stop learning about this particular stimulus, they are actively inhibited from doing so through negative transfer.
A common example of this is drivers who learned to drive in an automatic car. They often struggle more with a manual car than those drivers learning to drive for the very first time.
This concept is incredibly useful from a marketing perspective. If you are a major market leader, having your customers in a state of negative transfer is perfect as they aren’t looking to learn anything new about the problem you are solving for them.
So, if you want to communicate something new about your brand, you’ll have to do it in a way that your customers notice in order to push them back into uncertainty. Beware though, introducing the uncertainty principle at this point could destabilise your whole position, allowing your competitors to gain attention.
Find out how wethepeople can help you to use these principles and improve your communications whilst avoiding some of the pitfalls.