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Self-service terminals boost sales through psychology
An English firm based in Birkenhead is leveraging behavioural science to design self-service kiosks that encourage customers to spend more, with major brands like McDonald's and JD Sports adopting the technology.
The psychology behind increased spending
Evoke Creative, a Merseyside-based company, specialises in self-service terminals used in restaurants, hotels, and retail stores. Dean Ward, the firm's founder and chief product officer, explains that these machines eliminate the fear of judgement that some customers feel when interacting with staff.
"Would you like extra fries? Would you like to go large? Not everyone, but a significant number of people may decline these offers when asked by a person due to perceived judgement," Ward said. "Kiosks also use high-quality product imagery and persistent upsell prompts, which increase the likelihood of customers adding extras."
Data supports the trend
Research from another kiosk provider, Vita Mojo, indicates that 61% of customers spend more at self-service terminals than at traditional tills. The average order value can rise by as much as 40% when customers use these machines.
Behavioural science in marketing: A historical perspective
Long before the term "behavioural science" entered mainstream discourse, companies were using psychological techniques to influence consumer choices. In the 1940s, US tobacco company RJ Reynolds ran a campaign claiming that "more doctors smoke Camels than any other cigarette." Modern advertising echoes this strategy, such as toothpaste brands featuring dentist endorsements.
Ben Jones, a consultant at The Behavioural Architects, describes this tactic as "authority bias"-the tendency to follow the lead of figures perceived as experts. "When we're unsure, we often defer to those we consider credible, whether it's dentists recommending toothpaste or athletes endorsing sportswear," he said.
Default bias and its real-world impact
One of the most successful applications of behavioural science in the UK has been the introduction of auto-enrolment in workplace pensions. Since its launch in 2012, over 10 million more people are now saving for retirement, largely due to "default bias"-the tendency to accept pre-selected options.
"We make thousands of decisions daily, and defaults help manage that cognitive load," Jones explained. "They allow us to act quickly. Auto-enrolment in pensions is a prime example, as it overcomes procrastination and encourages long-term savings."
Subtle influences on consumer choices
Behavioural science can even shape preferences in seemingly trivial areas, such as wine selection. A study by Adrian North and colleagues at Leicester University found that supermarket shoppers unconsciously bought more French wine when French accordion music played in the background, and more German wine when German oompah music was featured. Customers remained unaware of the influence, yet the sales data was conclusive.
Global applications: From TV dramas to food aid
The United Nations' World Food Programme (WFP) has also harnessed behavioural science to promote healthier eating habits. In Tunisia, the WFP collaborated with marketing firm Ogilvy to create a TV drama, Salla Salla, which embedded messages about nutrition and food waste into its storyline.
"Facts alone don't change behaviour," said Takwa Khelifi of the WFP. "We used creativity to make the message engaging." The show became Tunisia's fourth most-watched programme and contributed to a 22% reduction in bread consumption.
The broader influence of behavioural science
From multinational brands to government policies and international organisations, behavioural science is increasingly shaping consumer decisions-often without their awareness. As technology and marketing strategies evolve, these psychological techniques are likely to play an even larger role in everyday choices.
