Spark your strategy with the psychology hacks that influence every Click, Swipe and Buy.

I’ve always believed that marketing is a blend of science, art and a whack in the head—metaphorically speaking, of course.

The science comes from our understanding of human behavior and psychology, the art is our creative flair in crafting compelling stories, and the whack in the head is how we deliver those stories with bold, unforgettable impact.

As you may have guessed, this article is about that science-y bit.

Many of these behavioral science concepts will feel intuitive to many marketers. But consider this list a fun brain teaser designed to spark your creativity. Whether you’re brainstorming your next big campaign, designing a website, developing a promotion, or simply refining your customer personas, these terms can inspire fresh, innovative thinking that gives your marketing strategies that extra oomph.

That said, please remember that with great power comes great responsibility. These techniques are meant to help us better understand the psychological mechanics behind the marketing process we use every day, often without even realizing it—not to deceive or manipulate. Dive in, have fun, and let these insights guide you to new and exciting ways of connecting with your audience, ethically and thoughtfully.

Decision-Making Biases
Decision-making biases are cognitive shortcuts that can influence consumer choices, often leading them to make decisions that are not entirely rational. Understanding these biases allows marketers to craft strategies that align with natural human tendencies, making it easier to guide consumer decisions in desired directions.

1. Anchoring: Anchoring is the cognitive bias where people rely heavily on the first piece of information they encounter when making decisions. Marketers might use anchoring by initially displaying a high-priced product, making other options seem more affordable by comparison.
2. Loss Aversion: Loss aversion is the tendency to prefer avoiding losses over acquiring equivalent gains, as losses feel more impactful than gains. Marketers can emphasize potential losses, such as “Don’t miss out on saving $50 today!” to create urgency.
3. Framing Effect: The framing effect occurs when people react differently to the same information based on how it is presented. Marketers can frame offers to make them more appealing, such as “Save $20!” versus “Get 20% off!” depending on what resonates more with their audience.
4. Sunk Cost Fallacy: The sunk cost fallacy is the tendency to continue an endeavor once an investment in money, effort, or time has been made, even when it’s not the best choice. I always remember it as the “Used Car Syndrome”, i.e. putting more time/effort/money into something (like repairing a car) just because you have already invested so much into it, versus recognizing the point at which you should cut your losses and move on. Marketers can use this insight to influence a new purchase decision or to emphasize the investment customers have already made in a membership or subscription, for example, such as “You’ve come this far—don’t stop now!”
5. Decoy Effect: The decoy effect occurs when the presence of a third, less attractive option makes one of the other two options more appealing. In pricing, a marketer can introduce a decoy product that is priced close to a higher-priced option but offers less value, making the higher-priced option look more attractive.
6. Default Effect: The default effect is the tendency for people to stick with the default option when faced with choices. Marketers can set preferred options as defaults, such as auto-renew subscriptions, which customers often leave unchanged.
7. Hyperbolic Discounting: Hyperbolic discounting is a behavioral bias where people disproportionately prefer smaller, immediate rewards over larger, delayed ones, even if the delayed reward is significantly greater. The preference for immediacy declines sharply and inconsistently as the delay to the reward increases—people might choose a smaller reward today over a larger reward next week but would prefer the larger reward if both options were months away. This differs from temporal discounting, which undervalues future rewards at a steady rate. Marketers can leverage hyperbolic discounting by offering immediate incentives, like instant discounts or bonuses, to drive quick decisions and actions.
8. Temporal Discounting: Temporal discounting is the tendency to value immediate rewards more than future ones, but with a more consistent and predictable decline in value over time. Unlike hyperbolic discounting, where the preference for immediacy drops off sharply and inconsistently, temporal discounting reflects a steady devaluation of rewards as the delay increases. Marketers can counter this bias by making future rewards more concrete and enticing, such as highlighting the long-term savings of a subscription or offering significant discounts for committing early to a service.
9. Choice Overload: Choice overload occurs when having too many options leads to decision paralysis and reduced satisfaction. Marketers can simplify the decision-making process by curating selections or highlighting a “best choice” to help guide customers.
10. Availability Heuristic: The availability heuristic is a mental shortcut that relies on immediate examples when evaluating a topic or decision. Marketers can highlight dramatic results or memorable customer success stories to make these outcomes seem more common and achievable.

Social Influences
Social influences shape consumer behavior by leveraging the human tendency to look to others for guidance, validation, and conformity. These principles can be powerful tools for marketers seeking to build credibility, foster community, and encourage desired behaviors.

11. Social Proof: Social proof is when people look to the actions of others to determine what is correct or desirable, especially in uncertain situations. It’s about using others’ behaviors as a guide. Marketers use social proof by showcasing reviews, testimonials, or stats like “5,000 happy customers,” making the behavior of others a benchmark for new customers.
12. Bandwagon Effect: The bandwagon effect is about jumping on board with what’s popular because people want to be part of the majority. It’s less about guidance and more about not missing out. Marketers tap into the bandwagon effect by emphasizing how many people are already using or loving a product, like saying “Join the millions who’ve made the switch!”
13. Herd Behavior: Herd behavior is when people copy the actions of a group to fit in, often without much thought. It’s more about following the crowd instinctively. Marketers leverage herd behavior by highlighting trends or what’s currently hot, such as using phrases like “Everyone’s talking about this product!” to nudge people to conform.
14. Reciprocity: Reciprocity is the psychological tendency to feel obligated to return a favor when something has been received. Marketers can use reciprocity by offering free samples or valuable content, making consumers more likely to reciprocate with a purchase.
15. In-group Bias: In-group bias is the tendency to favor members of one’s own group over those in other groups. Marketers can create a sense of belonging and community by tailoring messages to resonate with specific groups, such as “Join thousands of like-minded fans!”
16. Liking Bias: Liking bias is when people are more likely to be influenced by others they like. Marketers can use relatable influencers or friendly brand ambassadors to enhance the appeal of their products.
17. Social Norms: Social norms are the implicit or explicit rules a group has for the acceptable behaviors, values, and beliefs of its members. Marketers can emphasize how using their product aligns with social norms or trends, encouraging conformity.

Temporal Preferences
Temporal preferences describe how consumers value immediate versus future rewards, influencing their purchasing decisions and actions. By understanding these biases, marketers can tailor their strategies to tap into consumers’ natural inclinations for immediate gratification or long-term benefits.

18. Scarcity: Scarcity is the perception that products or opportunities are more valuable when they are limited in availability. Marketers can drive demand by highlighting limited stock or time-limited offers, prompting faster purchasing decisions.
19. Urgency Effect: The urgency effect is the tendency to prioritize actions that have immediate deadlines over those that do not. Marketers often employ urgency by using countdown timers on sales or flashing “Today Only” deals to spur quick action.
20. Temporal Landmarks: Temporal landmarks are significant dates or events that psychologically influence people to start or change behavior, such as New Year’s resolutions. Marketers can time campaigns around these landmarks to align with consumer readiness for change.

Emotional Influences
Emotional influences drive consumer decisions by tapping into their feelings, fears, and desires. Marketers who understand these dynamics can craft messages that resonate on a personal level, making products and brands more memorable and appealing.

21. Cognitive Dissonance: Cognitive dissonance is the discomfort experienced when holding conflicting beliefs, leading to changes in beliefs or behaviors to reduce discomfort. Marketers can reduce dissonance by reinforcing the value of a customer’s purchase with follow-up messages like, “You made a smart choice!”
22. Affect Heuristic: The affect heuristic is when people make decisions based on their emotions rather than objective analysis. Marketers can evoke specific emotions like excitement, nostalgia, or fear in advertising to drive decisions that are emotionally rather than logically based.
23. Peak-End Rule: The peak-end rule is the tendency for people to judge an experience largely based on how they felt at its peak and at its end, rather than the total experience. Marketers can create memorable peaks during customer interactions and ensure a positive ending, such as a thank-you message or bonus at checkout.
24. Regret Aversion: Regret aversion is the tendency to avoid making decisions that could lead to regret. Marketers can reduce fear of regret by offering risk-free trials or easy returns, making the choice feel safer.
25. FOMO (Fear of Missing Out): FOMO is the anxiety that others are having rewarding experiences without you, often driving quick decisions to avoid missing out. Marketers can use FOMO by promoting limited-time offers or showcasing user-generated content that highlights what others are enjoying.

Perceptual Biases
Perceptual biases affect how consumers interpret information and make judgments. By leveraging these biases, marketers can shape consumer perceptions and influence how their products are viewed in comparison to competitors.

26. Endowment Effect: The endowment effect is when people assign more value to items simply because they own them, leading them to overestimate the worth of the item compared to its market value. This bias causes individuals to demand more to give up an item than they would be willing to pay to acquire it. For example, a person receives a free t-shirt at a promotional event, but later refuses to sell it for $5, feeling that it’s worth much more to them now that they ”own” it — even though they wouldn’t have purchased it themselves in the first place. Marketers can leverage the endowment effect by offering free trials, samples, or money-back guarantees, making customers feel a sense of ownership that increases their attachment and willingness to buy at a higher perceived value.
27. Ownership Bias: Ownership bias is the tendency to prefer items simply because they belong to us, but without necessarily assigning them a higher value. It’s more about favoring the familiar or what is already part of our possessions. For instance, if someone has several brands of pens but consistently reaches for their own even if another is objectively better, that’s ownership bias. Unlike the endowment effect, ownership bias doesn’t involve a valuation increase; it’s just a preference. Marketers can use this by encouraging early connections to products through tactics like pre-orders, early access memberships, or personalized marketing that makes the product feel like it’s already part of the consumer’s life.
28. Halo Effect: The halo effect is the tendency for positive impressions in one area to influence opinions in another. Marketers can leverage their flagship product as a halo to raise the perception of other products in their line, for example.
29. Mere Exposure Effect: The mere exposure effect is the phenomenon where repeated exposure to a stimulus increases a person’s preference for it. Think of the ubiquity of famous brands like McDonalds or Coca-Cola. Marketers can increase brand familiarity and likability by consistently exposing the audience to their brand through ads and social media.
30. Contrast Effect: The contrast effect occurs when the perception of a stimulus is influenced by the comparison to a nearby or preceding stimulus. Unlike anchoring, which is about first impressions, contrast is about side-by-side comparisons. Marketers can use this by placing high-end products next to regular ones to make the standard options seem more attractive by comparison.
31. Illusory Correlation: Illusory correlation is perceiving a relationship between variables even when no such relationship exists. Marketers can create associations between their brand and positive outcomes, even if indirectly related, such as linking a product to happiness or success through imagery and messaging.
32. Perceived Risk: Perceived risk is the belief that a decision carries potential negative consequences, affecting consumer confidence. Marketers can reduce perceived risk through guarantees, transparent communication, and showcasing safety or satisfaction data, such as “100% money-back guarantee.”
33. Relative Thinking: Relative thinking involves comparing options to each other rather than evaluating each option’s absolute value. Unlike anchoring, which is based on initial exposure, relative thinking occurs during side-by-side comparisons. Marketers can use this by positioning products next to higher-priced items to make their own product seem like a better deal.
34. Prospect Theory: Prospect theory describes how people make decisions based on potential losses and gains, often valuing losses more heavily than equivalent gains. Unlike simple loss aversion, this theory also includes how people weigh probabilities differently from reality. Marketers can frame messages to emphasize potential gains while minimizing the perception of risk.

Cognitive Strategies
Cognitive strategies are techniques that leverage mental shortcuts and biases to streamline decision-making and improve the consumer experience. By understanding how the brain processes information, marketers can design more intuitive and effective interactions.

35. Cognitive Load: Cognitive load refers to the total amount of mental effort being used in working memory. Marketers should reduce cognitive load by simplifying user interfaces, minimizing the number of choices, and creating straightforward pathways for decision-making to ease the customer journey.
36. Heuristic: A heuristic is a mental shortcut that allows people to make decisions quickly and efficiently, often based on experience or common sense rather than detailed analysis. Marketers can streamline user experiences by minimizing complex choices and presenting straightforward options, making it easier for consumers to decide quickly.
37. Priming: Priming is the process by which exposure to one stimulus influences a response to a subsequent stimulus, often unconsciously. Marketers can prime customers by using specific images, words, or scenarios that align with their product message to subtly influence perceptions and actions.
38. Information Bias: Information bias is the tendency to seek information even when it does not affect action, often leading to over-complication. Marketers should provide just the right amount of information needed to make a decision, avoiding overload that might deter customers.
39. Dunning-Kruger Effect: The Dunning-Kruger effect occurs when individuals with low ability at a task overestimate their ability. Marketers can leverage this by offering educational resources or workshops that appeal to a person’s desire to improve, subtly acknowledging their overconfidence in a constructive way.
40. Attribution Bias: Attribution bias is the tendency to attribute someone’s behavior to their character rather than to situational factors. Marketers can use this by highlighting positive behaviors of their brand or staff, assuming customers will attribute these actions to core brand values.
41. Expectation Bias: Expectation bias is the tendency to perceive outcomes that we expect because of our preconceptions. Marketers can manage and exceed customer expectations through strategic messaging and under-promising while over-delivering on their products or services.
42. Salience: Salience is the quality of being particularly noticeable or important; things that stand out are more likely to affect behavior. Marketers can make their products or calls to action stand out through bold design, distinctive branding, or urgent language.
43. Temporal Framing: Temporal framing affects how people perceive actions or products based on timing (immediate vs. future). Marketers can frame offers to appeal to either immediate gratification or future benefits, such as “Start saving today” vs. “Invest in your future.”

Behavioral Strategies
Behavioral strategies are approaches that marketers use to guide consumer actions by subtly influencing their choices and reducing friction. These techniques help align marketing efforts with natural human behavior to achieve desired outcomes.

44. Nudging: Nudging involves subtly guiding decisions by structuring choices in a way that leads people towards a desired outcome without restricting their freedom of choice. Marketers might use nudging by setting beneficial options as defaults, like auto-enrollment in loyalty programs.
45. Gamification: Gamification is the application of game-design elements in non-game contexts to enhance engagement. Marketers can use gamification by adding rewards, challenges, or levels to shopping experiences, making interactions more fun and engaging.
46. Foot-in-the-Door Technique: This technique involves getting someone to agree to a small request first, making them more likely to agree to a larger request later. This is the basis for the “freemium” pricing model. Marketers might start with a low-commitment offer, like a free trial, and then upsell to a full membership or paid service.
47. Door-in-the-Face Technique: This technique involves making a large request that is likely to be turned down, followed by a smaller, more reasonable request. Marketers might start with a high-priced item before following up with a more affordable option, making the latter seem like a concession, thus increasing the likelihood of acceptance.
48. Commitment and Consistency: This principle suggests that once people commit to something, they are more likely to stick with it to remain consistent with their commitment. Marketers can encourage small commitments, like signing up for a newsletter, leading to larger actions, such as making a purchase.
49. Commitment Devices: Commitment devices are mechanisms that help individuals stick to their goals by restricting their future choices or adding a cost to breaking commitments. Marketers can use these by encouraging customers to pre-commit to services, like monthly subscriptions that renew automatically.
50. Friction Reduction: Reducing friction involves removing obstacles that make it harder for consumers to take desired actions, such as simplifying the checkout process or reducing the number of steps needed to complete a purchase. Marketers can enhance user experience by streamlining these processes, making it easier for customers to convert.
51. Behavioral Segmentation: Segmenting customers based on behavior (such as purchase history, website interaction) rather than just demographics. Marketers can target specific segments with tailored offers, enhancing relevance and effectiveness. Artificial Intelligence (AI) is making deep segmentation at scale practical.
52. Identity Signaling: Identity signaling is making choices that communicate a desired identity to others. Marketers can position products as expressions of personal identity, like eco-friendly brands appealing to consumers who want to signal their environmental consciousness.
53. Vividness Effect: The vividness effect is the tendency to be influenced more by vivid, emotionally engaging information than by more logical, factual data. Marketers can create compelling visuals or stories that highlight the impact of their product in an emotionally resonant way.
54. Decisive Moments: Focusing on key moments that significantly impact decision-making, such as the first interaction or the checkout page. Marketers can optimize these moments with clear calls to action and minimal distractions.
55. Perceived Scarcity: Perceived scarcity is when people believe something is scarce or rare, increasing its desirability. While similar to scarcity, perceived scarcity focuses on the consumer’s belief rather than actual availability. Marketers can create perceived scarcity with messages like “Exclusive edition—only available for a limited time!”
56. Behavioral Triggers: Using specific actions, like an abandoned cart email or a notification, to prompt desired behaviors based on consumer actions. Marketers can employ triggers that respond in real time to customer behavior, enhancing engagement and conversion.
57. Identity Influence: Identity influence involves using aspects of self-identity (such as values or group affiliations) to drive behavior. Marketers can appeal to these identities by aligning product messages with the values or traits of the target audience.
58. Sequential Request Strategy: Gradually increasing the ask, starting with a small request that leads to a larger one, can help overcome initial resistance, a technique similar to the foot-in-the-door phenomenon but applied in broader contexts. Marketers can use this to build up consumer commitment over time.
59. Emotional Contagion: Emotional contagion is the phenomenon where emotions spread from one person to another. Marketers can harness this by creating ads that evoke positive emotions, leading to a more favorable perception of the brand.
60. Fresh Start Effect: The fresh start effect refers to the tendency for people to take action towards a goal after temporal landmarks, such as the beginning of a new year or month. Marketers can leverage this by aligning campaigns with these fresh start moments to motivate consumer action, such as joining a fitness club after the holidays.

Understanding these behavioral science terms gives you a powerful toolkit to craft marketing strategies that resonate on a deeper psychological level. By tapping into the core drivers of human behavior—our biases, social influences, and emotional triggers—you can design campaigns that don’t just reach your audience but truly connect with them. Remember, the goal is to use these insights to enhance your marketing efforts in ways that are authentic, ethical, and effective. As you explore these concepts, let them challenge your thinking, inspire new approaches, and ultimately, elevate your marketing from good to exceptional.