Published on

Choice-supportive bias: The Psychological Benefits of Shopping Online

abstract image of choice supportive bias in black and white

We all love to shop. Whether it’s in a physical store or online, the act of finding and buying something we like gives us an immense sense of joy and satisfaction.

But when it comes to shopping online, there’s something special going on. This phenomenon is known as choice-supportive bias, and it can have a major impact on the success of your ecommerce business.

What is Choice-Supportive Bias?

Choice-supportive bias (CSB) is a psychological phenomenon that occurs when people tend to remember their choices more positively than they actually were.

This means that once someone decides on an item or service from your ecommerce site, they are more likely to remember the experience in a positive light – even if it wasn’t quite perfect!

Why Should Ecommerce Store Owners Care About CSB?

The main benefit of choice-supportive bias for ecommerce store owners is that customers will be more likely to become loyal, repeat customers if they have positive memories associated with their purchases. It also means that customers may be more willing to take risks with new products or services because they’re confident in their decision making abilities.

For example, if you run an online clothing store and a customer chooses one product over another due to CSB, they may be more likely to come back and make additional purchases since they have positive memories associated with the purchase decision itself.

How Can Ecommerce Store Owners Take Advantage Of CSB?

There are several ways for ecommerce store owners to take advantage of choice supportive bias:

  • Make sure your website offers clear information about each product/service so customers can make informed decisions; this will also reduce the chances of buyers regret after the purchase has been made

  • Give customers options so they feel like they’re part of the decision making process; this encourages them to choose products/services that fit their needs

  • Offer personalized recommendations based on past purchases; this helps build trust with customers as well as upsell opportunities

  • Use loyalty programs or discounts so customers know you appreciate their patronage; this reinforces positive associations with your brand

  • Use customer reviews/testimonials prominently on product pages; this helps increase confidence in purchase decisions

  • Make sure there are no surprises or hidden fees at checkout; these can diminish the positive associations with your brand

Choice-supportive bias: takeaways

As you can see, choice-supportive bias plays an important role in how people perceive their purchase decisions.

By taking advantage of this phenomenon, ecommerce store owners can create loyal customers who come back again and again – resulting in higher revenues and greater success for their business!