marketing-marketing-psychology

Identify the specific behavior you want to influence, then select relevant mental models such as Loss Aversion, Social Proof, or Anchoring. The Skill explains the psychology behind each model and provides concrete marketing applications for ethical implementation.

For low conversions, consider Hick's Law (too many choices), Activation Energy (high starting friction), and the BJ Fogg Behavior Model (motivation, ability, prompt). The Skill's quick reference table maps conversion challenges directly to these models.

Pricing psychology covers charm pricing ($99 vs $100), the Rule of 100 for discount framing, anchoring with higher prices first, and decoy pricing tiers. These models change how customers perceive the same price without changing the actual cost.

Use scarcity and urgency only when genuinely applicable, such as real limited-time offers or actual low stock. The Skill emphasizes ethical application, since false scarcity damages trust and can trigger second-order negative effects on your brand.

This Skill provides the psychological theory and mental models behind buyer behavior, while CRO applies those principles to specific page optimization. The Skill explicitly cross-references cro, copywriting, and pricing skills for tactical execution.