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Using Behavioural Science: Perceptual Fluency

Using Behavioural Science: Perceptual Fluency

Written by
Mel Fulker
Published

August 27, 2021

Category
Resources

Learn about a behavioural science bias and how to use it to your advantage.

What is Perceptual Fluency? 

Perceptual fluency can be defined as what we are familiar with requires less effort to process, and is therefore valued more highly by the autopilot part of our brain. This subsequently influences judgements of the quality of the experience.

Here’s an experiment to demonstrate it

The two images below were used by Marketing Professors Ryan Elder and Aradhna Krishna as a test to see which image would generate the highest purchase intent. The images are exceptionally similar, yet the result was that the image on the right had a 20% increase in purchase intention compared to the image on the left. 

A/B test showing the fork on different sides

 

The only difference in the images is the positioning of the fork. Why did this image have a higher uplift in purchase intention? It is simply because, as most people are right-handed, it fits better to what we normally perceive, and is thus easier for the autopilot to process.

What does this mean in the context of retail and hospitality?

Perceptual fluency is a driver to attract attention and provide value for customers. For example, a customer may see a TV ad one day, and implicitly learn a certain piece of ‘brand code’ from that ad. When in store a few days later, seeing the same piece of brand code (logo, strapline, sound etc.) makes it easier to process the information, being already familiar with it.

If you can create the perfect atmosphere and replicate it at scale, you’re effectively constantly embedding positive brand vibes with your customers and this can help build familiarity - which creates great cognitive ease for spending - and strong long-term brand perception.

Actions you can take now to harness the power of this bias

1. This effect can especially help in categories where the perceived value of products and brands are very similar. The key to get this to work is to ensure the visual, perceptual link between marketing communications and the packaging and point of sale is consistent and in sync and optimised. 

2. This bias favours replicating an atmosphere at scale, so that all experiences are of a consistent level that is synonymous with and expected of the brand. 

3. There is evidence that playing music that matches a brand saw a 9.1% uplift in sales compared to when randomly selected popular music was played. Startle’s expertly curated playlists, backed by cutting-edge tech and behavioural science, transform any atmosphere to something truly magical.


4. Don’t stop the music. It’s fair to say that the impact of the Covid pandemic and subsequent restrictions and protocols the retail and hospitality industry had to put in place have disrupted the atmosphere in store and thus perceptual fluency. Our Mind the Gap Retail and Hospitality customer research reports highlighted this: for example, half of post-Covid pub goers thought the atmosphere would be improved by the use of music.

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Ready to create standout customer experiences? Get in touch to find out how we can use music and tech to help you achieve your goals.

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Music is powerful, but using it with intention takes skill. Chat to our team today to find out how our behavioural-science backed, curated playlists could help you achieve your goals.

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Seeing is believing. Engaging your customers through vibrant visual displays can be a game-changer in your retail or hospitality experience. Chat to our team today to find out how our dynamic digital signage solution could help you achieve your goals.

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Live sport has been at the heart of many pubs for decades. Chat to our team today to find out how Arena, our automated, all-inclusive sports promotion platform, could help you achieve your goals.

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Your environment is always changing. Chat to our team today to find out how using our invaluable insights to auto-adjust your atmosphere could help you achieve your goals and fine-tune your operations.

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Replicate a perfectly curated atmosphere across an entire estate, all from a single platform. Chat to our team today to find out how using Studio could help you achieve your goals.

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Creating something so deeply subjective as an atmosphere without a strong understanding of human behaviour is kind of silly. Chat to our team today to find out how behavioural science can be applied to help you achieve your goals.

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Creating a standout retail experience isn’t easy. Chat to our team today to find out how we can use music and tech to create a till ringing atmosphere and help you achieve your goals.

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Creating a standout restaurant experience isn’t easy. Chat to our team today to find out how we can use music and tech to serve up the perfect atmospheres in your restaurants and help you achieve your goals.

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Creating a standout coffee shop experience isn’t easy. Chat to our team today to find out how we can use music and tech to brew the perfect atmospheres for your cafes and help you achieve your goals.

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Creating a standout pub experience isn’t easy. Chat to our team today to find out how we can use music and pint-sized tech to create the perfect atmosphere and help get the drinks flowing.

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Creating a standout hotel experience isn’t easy. Check out (or in) how we can use music and tech to create the perfect atmospheres and help you achieve your goals by chatting to our team today.

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Creating a standout gym experience isn’t easy. Chat to our team today to find out how we can use music and tech to get your atmospheres into perfect shape and help you achieve your goals.

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Creating a standout salon experience isn’t easy. Chat to our team today to find out how we can use music and tech to create an atmosphere with the perfect finish and help you achieve your goals.

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Creating a standout office experience isn’t easy. Chat to our team today to find out how we can use music and tech to create atmospheres that work as hard as your customers.

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Creating a standout spa experience isn’t easy. Chat to our team today to find out how we can use music and tech to create the perfect peaceful atmosphere and help you achieve your goals.

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Creating a standout ship experience isn’t easy. Chat to our team today to find out how we can use music and tech to create the perfect atmospheres for your cruise ships and help you achieve your goals.

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Using Behavioural Science: Perceptual Fluency

Mel Fulker

With a degree in Marketing and Marketing Week Mini MBAs in Marketing & Brand Management, Mel knows her stuff. As Chief Customer Officer, she oversees our marketing, sales and customer engagement, making sure everything we do is aligned to deliver the best possible customer experience. When she’s off the clock, Mel is a huge coffee aficionado, as well as a yogi. And if she’s listening to music, it’s usually some R&B, particularly Alicia Keys and Raye.

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