The Why #41: Why should I (or shouldn’t I) get a tattoo?

Projection Bias

Refers to our tendency to assume that our future selves will have the exact same set of tastes, preferences and priorities as our current selves.

For brands, Projection Bias means it’s worth looking for ways to convert a one-off purchase into an ongoing subscription-type service, knowing that people assume they’ll always feel as motivated, inspired and willing to part with their money as they do right now. As for piercings, tattoos and radical haircuts, it’s best to consult with future you, who — like it or not — inherits all the choices that current you ends up making.

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Hardhat

Hardhat

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We’re an independent creative agency helping brands capitalise on the why, when, where, what and how of human behaviour.