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Reflection Effect
Categories: Emotions & irrationalities Your customer“We are risk-averse when we have something to gain, but risk-seeking when we have something to lose” The reflection effect explains that we have...
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Fear Appeals
Categories: Emotions & irrationalities Your customer“We will fight threats, but only if we’re told how to defeat them” A fear appeal is a persuasive message that scares someone with the intent to...
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Attentional Bias
Categories: Attention & Perception Your customer“We pay attention to things that touch us” The Attentional Bias is our tendency to pay more attention to emotionally dominant stimuli, and to neglect...
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Facial distraction
Categories: Attention & Perception Your customer“We can’t resist looking at faces” When we (subconsciously) notice faces in our surroundings, we tend to first scan those faces (as shown in the...
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Affect Heuristic
Categories: Emotions & irrationalities Your customer“We decide differently depending on our emotional state” The way we feel influences our decisions and their outcomes. When we are happy – for...
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Hyperbolic Discounting
Categories: Value Your offer“We show a preference for rewards that arrive sooner rather than later” When we consider a choice between two rewards, we tend to prefer the readily available one. We have a...
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Self-generation affect effect
Categories: Emotions & irrationalities Your customer“If we figured it out ourselves, we like it better” The self-generation affect effect (or the ‘not invented here – bias’ as people like Dan...
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Context Dependent Memory
Categories: Memory & Learning Your customer“We tend to forget things when we’re out of context.” Do you recognize the following situation? You enter your basement, but instantly forget why you went...
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Mental Accounting
Categories: Value Your offer“We assign money to ‘mental categories’, and we spend money according to these categories.” We find it too difficult to think about every possible alternative purchase, when...
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Loss Aversion
Categories: Emotions & irrationalities Your customer“We strongly prefer to avoid losses over acquiring gains.” Imagine you loose $100 and I happen to be the lucky guy finding it. Loss aversion...
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Response Efficacy
Categories: Needs & Motivations Your customer“We are more likely to perform an action when we belief the recommended action leads to the desired outcome” Response efficacy concerns our belief that...
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Hobson’s+1 Choice Effect
Categories: Ratio & Thoughts Your customerTags: conversionDecoy effectHobsons choicepersuasion“One option is not really an option” Customers click and buy more when there’s a link accompanying your...
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Money Omission
Categories: Needs & Motivations Your customerTags: MoneyMotivationOnline Persuasion“Money kills motivation in a social setting” You want to motivate your customer to buy. Does it help to give a...
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