What do we mean by In-Group Favouritism? It means to prioritise products and ideas that fit with a group we share interests and are more aligned with. Learn more …

A bias of interest is something termed ‘Not Invented Here’. This is a dismissive attitude towards anything that is developed by others - “it can't be a good idea as if it were, we would have thought of it” - ie if it was ‘not invented here’, it's no good. If a customer does not identify with a product or service, they are less likely to want to use it.

Simply put, it is the idea that people value things more if they feel they have taken ownership of them. In marketing terms, there are lots of popular ways to use this effect to our advantage. Things like free trials, sample products, money off vouchers.

Confirmation bias is the effect where our mind searches for, interprets, favours, and recalls information that confirms or strengthens beliefs that we already have.