According to the suggestibility effect, we are likely to fill in gaps in our memory or decisions based on suggestions from the external world. Whether these suggestions truly reflect our opinions does not matter to us. The suggestibility effect is a cognitive bias, a natural tendency present in humans. It happens unconsciously without our control over it.

Is this useful for marketers? Yes. In digital marketing or advertising, the goal of a brand or company is to influence customer decisions and choices. It is an effective strategy to let the customer believe that they decided independently. Suggestibility can change customers’ perceptions about a particular brand or product.

Use positive customer reviews, testimonials, influencer marketing, and word of mouth to get the word out that the product or services are fabulous and worth a try. Even contradictory or conflicting experiences still have a suggestibility power and can change a customer’s mind. You can display demos prominently on the website or use how-to guides that create an impression of ease of use.

The suggestibility effect can be used to target customers who are unsure or those who have left negative reviews or lodged complaints. These strategies may motivate them to give your brand another try. Of course, it is essential to use these tricks mindfully and actively create an experience that lives up to the customers’ altered expectations.