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Imagine this…

For your best friend’s birthday, you made reservations at her all-time favorite restaurant.

She eats there at least once a month—even though it’s almost an hour away.

But you haven’t been there since her last birthday, so you plug the address into your GPS.

Turns out, taking the highway is easier AND would get you there 15 minutes faster—even in rush-hour traffic.

But you remember her saying she always takes the backroads because she swears it’s faster. So you text her the alternative route just in case.

“No thanks,” she replies. “I’m just gonna go my usual way. See you soon!”

You take the faster route and get there 15 minutes before the reservation time.

Your friend is nowhere to be seen, so you chill in your car.

10 minutes past the reservation time, you hear tires screeching as she Tokyo Drifts her way into the parking lot.

“Sorry I’m late, traffic is always so terrible,” she says, jumping out of the car and rushing to the restaurant.

Why did your friend insist on taking her usual route instead of an easier, faster one?

In today’s edition of Why We Buy 🧠 we’ll explore the Einstellung Effect—why we tend to default to familiar problem-solving methods, even when better options exist.

Let’s get into it.

🧠 The Psychology of the Einstellung Effect

In 1942, psychologist Abraham Luchins tested how past experience shapes problem-solving.

Participants were split into two groups—control and experimental—and they had to measure a specific amount of water using three different-sized jugs:

• Jug A (medium)
• Jug B (largest)
• Jug C (typically smallest)

First, the experimental group solved five problems using a complicated method (fill B, use enough to fill A, then use enough to fill C twice).

Later, a simpler solution became available (fill A, then use it to fill C once).

But most stuck to the original, complex way, failing to notice the easier solution—even when it was right in front of them.

Yet most of the control group, which never practiced the complicated method, easily found the simpler approach.

We don’t just default to familiar solutions to conserve mental energy. We become mentally rigid, making it difficult to see better options.

And so do your customers.
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To win them over, you’ve gotta break their default thinking, help them recognize the better option, and make switching effortless—because claiming your product or service is “better” won’t cut it.

🤑 How To Apply This

Alright, so how can you apply this right now to sell more?

eCommerce​
Frame a new option as avoiding loss

When Apple removed the headphone jack from the iPhone 7, people resisted. They were convinced they needed them—even though a more convenient solution was available.

In introducing AirPods, Apple showed customers what they had to lose by clinging to wired headphones, including tangled cords and limited mobility.

They did so while framing wireless earbuds as effortless and intuitive.

The result? Today, wireless earbuds are the go-to option while wired headphones feel as vintage as an iPod.

SaaS​
Remove painful problems from the buyer journey

Renting movies used to mean driving to Blockbuster—and getting hit with late fees if you didn’t return your limited number of DVDs on time.

But when Netflix hit the scene, they addressed customers’ most painful problems, offering no late fees, delivery right to your door, and unlimited movies starting at $11.99/month.

And they eliminated risk by offering a free trial, making the switch a no-brainer.

The result? Netflix is thriving while Blockbuster is nearly obsolete.
​

Consumer goods​
Turn a mundane purchase into a must-have

Saying a person’s name is one of the best ways to grab their attention.

So Coca-Cola turned an everyday, mindless purchase into a personalized experience by replacing their famous logo with people’s names.

Suddenly, customers stuck on autopilot had a reason to grab a Coke instead. Even non-soda-drinkers were grabbing Cokes with their names plastered on them (and their friends’).

The result? Spiked sales and brand engagement—all from shaking up an old (or non-existent) habit.

💥 The Short of It

You may have the best option on the market. But if you present it that way, sales will likely trickle in at best.

To use the Einstellung Effect to your advantage, you’ve gotta disrupt customers’ default thinking, show them why they should switch to your product, and make switching pain-free.
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Until next time, happy selling!