4/3/2023 0 Comments Insights to behavior![]() When consumers are surprised and delighted by new experiences, even long-held beliefs can change, making consumers more willing to repeat the behavior.įor example, approximately 15 percent of US consumers tried grocery delivery for the first time during the COVID-19 crisis. In other words, this is a unique moment in time during which companies can reinforce and shape behavioral shifts to position their products and brands better for the next normal. When consumers are surprised and delighted by new experiences, even long-held beliefs can change, making consumers more willing to repeat the behavior, even when the trigger (in this case, the COVID-19 pandemic) is no longer present. The COVID-19 crisis, however, has forced many consumers to change their behaviors, and their new experiences have caused them to change their beliefs about a wide range of everyday activities, from grocery shopping to exercising to socializing. ![]() Companies that attempt to motivate behavioral change by ignoring or challenging consumers’ beliefs are fighting an uphill battle. Beliefs are psychological-so deeply rooted that they prevent consumers from logically evaluating alternatives and thus perpetuate existing habits and routines. ![]() Analyze consumer beliefs and behaviors at a granular level.Īccording to behavioral science, the set of beliefs that a consumer holds about the world is a key influencer of consumer behavior.Sustain new habits, using contextual cues.Shape emerging habits with new offerings.Five actions can help companies influence consumer behavior for the longer term: Even though the impetus for that behavior change may be specific to the pandemic and transient, consumer companies would do well to find ways to meet consumers where they are today and satisfy their needs in the postcrisis period.īehavioral science tells us that identifying consumers’ new beliefs, habits, and “peak moments” is central to driving behavioral change. In the United States, for example, 75 percent of consumers have tried a new store, brand, or different way of shopping during the pandemic. Now, the COVID-19 crisis has caused consumers everywhere to change their behaviors-rapidly and in large numbers. In ordinary times, consumers tend to stick stubbornly to their habits, resulting in very slow adoption (if any) of beneficial innovations that require behavior change. Such disruptions in daily experiences present a rare moment. This article, a collaboration between McKinsey and the Yale Center for Customer Insights, was written by Tamara Charm, Ravi Dhar, Stacey Haas, Jennie Liu, Nathan Novemsky, and Warren Teichner.
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