marketing-psychology

Identify the specific behavior you want to influence, then apply relevant models such as Hick's Law to reduce choices, activation energy to lower starting friction, and the BJ Fogg model to ensure motivation, ability, and prompts are all present.

Key pricing models include anchoring (show higher prices first), charm pricing ($99 vs $100), the rule of 100 (percentage vs absolute discounts), the decoy effect, and mental accounting ($1/day vs $30/month framing).

Status-quo bias, regret aversion, paradox of choice, and loss aversion commonly block purchases. Reduce switching friction, offer money-back guarantees, limit options, and frame inaction as a loss to address them.

Use reciprocity, social proof, authority, and scarcity only when genuine. The skill emphasizes ethical implementation, such as using real scarcity rather than fake countdown timers and giving value before asking for commitments.

Avoid tactics when they conflict with fundamentals: survivorship bias warns against copying viral successes blindly, and the cobra effect shows incentives can backfire. Test with real customers before scaling any tactic.