Name
1
Sensory Adaptation
2
Visual Hierarchy
3
Selective Attention
4
Survivor Bias
5
Von Restorff Effect
6
Cognitive Load
7
Attentional bias
8
Priming
9
The MAYA Principle
10
Zero Price Effect
11
Nudge
12
Progressive Disclosure
13
FOMO Effect - Fear Of Missing Out
14
Empathy Gap
15
Anchoring Bias
16
Mere Exposure Effect
17
Loss Aversion
18
Streisand Effect
19
Chunking
20
Picture Superiority Effect
21
Sensory Appeal
22
Planning Fallacy
23
The Zeigarnik Effect
24
Endowment Effect
25
Peak-End Rule
26
The Backfire Effect
27
False Consensus Effect
28
Barnum Effect
29
Delighters
30
Internal Trigger
31
External Trigger
32
Observer Expectancy Effect
33
Weber’s Law
34
Law of the Instrument
35
Pareto Principle
36
Discoverability
37
Affect Heuristic
38
Hyperbolic Discounting
39
Temptation Bundling
40
Cashless Effect
41
Dunning-Kruger Effect
42
Sunk Cost Effect
43
Decision Fatigue
44
Reactance Bias
45
Unit Bias
46
Flow State
47
Skeuomorphism
48
Motivating-Uncertainty Effect
49
Variable-Ratio Schedule
50
Cheerleader Effect
51
Curse Of Knowledge
52
Cognitive Dissonance
53
Aesthetic-Usability Effect
54
Social Proof
55
Confirmation Bias
56
Goal Gradient Effect
57
Occam's Razor
58
Semiotics
59
Contrast Principle
60
Decoy Effect
61
Centre-Stage Effect
62
Framing Effect
63
Law Of Proximity
64
Tesler’s Law
65
Feedback Loop
66
Scarcity
67
Curiosity Gap
68
Familiarity Bias
69
Halo Effect
70
Miller’s Law
71
Reciprocity
72
Authority Bias
73
Pseudo-Set Framing
74
Noble Edge Effect
75
Hindsight Bias
76
Law of Similarity
77
Spotlight Effect
78
Fresh Start Effect
79
Labour Illusion
80
Default Effect
81
IKEA Effect
82
Commitment & Consistency Bias
83
Hooked Model
84
Psychology of Colors
85
Humor Effect
86
Nostalgia Effect
87
Bandwagon Effect
88
Authenticity Effect
89
Features to Benefits
90
Evolutionary And Social Needs
91
Underdog Effect
92
Negative Social Proof
93
The Fundamental Attribution Error
94
Life Event Effect
95
Charm Pricing
96
Prestige Pricing
97
Placebo Effect
98
Pratfall Effect
99
Veblen Goods
100
Zero-Risk Bias
101
In-Group Bias
102
Availability Heuristic
103
Blind-Spot Bias
104
Clustering Illusion
105
Conservatism Bias
106
Ostrich Effect
107
Pro-innovation Bias
108
Primacy & Recency Effect
109
Recognition Over Recall
110
Storytelling Effect
111
Negativity Bias
112
Spacing Effect
113
Choice-Supportive Bias
114
Information Bias
115
Overconfidence Effect
116
Weather Effects
117
Rhyme as Reason Effect
118
God Terms
119
Devil Terms
120
Novelty Effect
121
Country of Origin Effect
122
Generation Effect
123
Speak-Easy Effect
124
Acknowledging Resistance
125
Injunctive Norms
126
Reward Bias
127
Action Bias
128
Bundling Bias
129
Personification
130
Risk Compensation Theory
131
Mental Accounting
132
AIDA Model
133
Competitiveness
134
The Law of Diffusion of Innovation
135
First-Mover Advantage
136
Bargain Mentality
137
Bizarreness Effect
138
Near-Miss Effect
139
Overjustification Effect
140
Stepping Stones
141
Ambiguity Effect
142
Foot-In-The-Door Technique
143
Door-In-The-Face Technique
144
Bottom-Dollar Effect
145
Category Size Bias
146
Inaction Inertia Effect
147
Omission Bias
148
Base Rate Fallacy
149
Frequency Illusion
150
Licensing Effect
Drag to adjust the number of frozen columns
Sketch
Short Description
Description
Application
Examples
Category
Impact (1-5)
Action
People ignore the things they get exposed to repeatedly

Sensory adaptation occurs when consumers get exposed to one ad for a long period of time. That ad no longer provides sensory input to be noted.

Facebook Ad Sequences
Design
Marketing
Psychology
5
The principle of arranging elements to show their order of importance

By laying out elements logically and strategically, you can influence people’s perception and guide them to complete desired actions.

Scanning patterns
Design
Layout
3
Focusing on one object while ignoring the rest

Selective attention is our tendency to pay attention only to things that agree with consumers’ attitudes, opinions, and beliefs.

Figure out what your customers need
Psychology
Design
3
People focus only on success stories neglecting failures

People focus only on stories about success, without understanding what caused that success, at the same time neglecting others' failures.

Listening to startup survivors
Marketing
Design
Psychology
Context
4
Things that stand out are more memorable

When the world zigs, you zag.

Animations
Design
Marketing
Memory
5
Most Influential
There is limited number of things we can pay attention to at any one time

Cognitive load is the total amount of mental effort used in the working memory.

Copywriting
Marketing
Design
Memory
3
People pay more attention to certain stimuli and ignore others

The attentional bias is all about what people pay attention to.

Repetition
Design
Marketing
Layout
Psychology
4
Tiny signals and stimuli around us can subconsciously affect our behaviour

Exposure to some stimuli that unconsciously influence the behavior of a person guiding their behavior to a certain result.

Examples:
Design
Marketing
Copywriting
4
Innovation should provide enough familiarity for easy adoption

MAYA it's a principle by which products should be created for easy adoption by users.

How to follow MAYA
Design
Psychology
Context
5
Free things tend to have higher value due to risk elimination

When customers pay for something, they calculate the risks of any dissatisfaction they might get from that product.

Offer Free Shipping
Marketing
3
Implement Today
Gentle suggestions affecting people's decisions towards your goal

Nudges are tiny changes in the environment that can help people make better choices. They are micro-modifications in design that align with choice architecture. In practice, it's often quite similar to priming (see: "Priming").

Product labels with functional benefits
Design
Marketing
Copywriting
4
Implement Today
It's easier to handle complex features gradually

Progressive disclosure is a concept of managing information in a way that a user interface should progress naturally, from simple to complex.

Easy and clean UX
Design
UI
3
Fear of regret, and concerns of missing an opportunity

Social anxiety, originating from the belief that others might be having fun while the person is not present. It is characterized by a desire to continually stay connected with the newest information.

Set a time limit
Marketing
Design
Psychology
5
Most Influential
The difference between our image of customers' feelings and the reality

Empathy Gap in marketing it’s the distance between our assumptions about our customers, and how those customers really think, feel, and act.

Uncover sources of inspiration
Marketing
Copywriting
Psychology
5
Users put bigger weight on the first piece of information they see

Anchoring bias is a cognitive bias that causes us to rely too heavily on the first piece of information we are given about a topic.

Offering lower prices and promotional sales
Design
Marketing
Psychology
Numbers
4
Implement Today
The more we see something, the more we trust it

The Mere Exposure Effect is one of the most widely used techniques in advertising and marketing.

Capture Leads Early & Nurture them
Marketing
Copywriting
5
Implement Today
People prefer to avoid losses more than earning the same profits

People are more willing to avoid a loss than to take risks and gain. Simply put, it’s better not to lose $20, than to find $20.

Discounts 
Marketing
Psychology
4
Implement Today
Attempt to hide, or censor information has the completely opposite effect

The Streisand effect refers to the phenomenon in which you draw more attention to something by attempting to censor, bury or hide it.

Social Media PR
Marketing
PR
3
Grouped information are easier to remember for people

Chunking refers to the process of taking individual pieces of information and grouping them into smaller or larger units.

Emails, articles & landing pages
Copywriting
4
One picture is worth a thousand words

The Picture Superiority Effect refers to the phenomenon where people remember pictures 3 times better than they remember the corresponding words.

Branding
Marketing
Design
4
Implement Today
People engage more with things appealing to multiple senses

The sensory appeal is a type of marketing that appeals to all the senses (sight, sound, smell, touch, taste) in relation to the brand.

Copywriting
Copywriting
Marketing
4
Implement Today
People underestimate how much time will be needed to complete a task

The planning fallacy refers to our predictions, where people underestimate the time it will take to complete a future task, despite the knowledge that previous tasks have generally taken longer than planned.

Competitor neglect
Management
3
Implement Today
People remember incomplete tasks better than completed ones

The Zeigarnik effect is a psychological phenomenon describing a tendency to remember interrupted or incomplete tasks or events more easily than tasks that have been completed.

Email Marketing
Copywriting
Marketing
5
Implement Today
Users value something more if they feel it belongs to them

The endowment effect refers to an emotional bias that causes individuals to value an already owned object higher, often irrationally, than the value they would place on that same object if they did not own it.

Free trials
Marketing
Psychology
5
People judge an experience by its peak and how it ends

People remember an experience, whether it’s negative or positive, largely based on how they felt at its peak and at its end, instead of judging the experience as a whole.

Surprise discounts
Marketing
Branding
5
Implement Today
People's beliefs get stronger when challenged by contradictory evidence

The Backfire Effect is the tendency for people to dismiss evidence that contradicts their beliefs by strengthening those same beliefs.

Customer’s objection
PR
2
People overestimate how much other people agree with them

The False Consensus Effect is our tendency to overestimate how much other people agree with us.

Marketing
Idea Validation
Product Creation
5
Implement Today
The belief in vague predictions or general personality descriptions

Barnum Effect, also called Forer Effect is when individuals believe that personality descriptions apply specifically to them (more than to other people), although that personality descriptions are actually filled with information that applies to everyone

CRO (Conversion Rate Optimization) strategies
Marketing
5
Implement Today
Surprise features that go beyond customers expectations

Delighters are happy surprises that can make a difference. They blow us away when we get it.

Application with Examples
Branding
Marketing
5
Implement Today
Emotion or a habit that tempts a person to a certain action

When an action becomes tightly coupled with a thought, an emotion, or a preexisting habit, it becomes an internal trigger.

Boredom
Psychology
5
Cues in the user's environment motivating to a certain action

External triggers consist information, telling the person what to do next.

CTA - Call to action
Marketing
Design
5
Implement Today
The perceived expectations of an observer can influence the observed

The observer expectancy effect refers to how the perceived expectations of an observer can influence the people being observed.

Use peoples' expectation in creative advertising
Branding
PR
Psychology
3
People adapt better to small gradual changes

Weber's law states that the perception of change in any stimulus always depends on what the stimulus is.

Price increase 
Design
Branding
3
If all you have is a hammer, everything looks like a nail

According to the law of the instrument, when we acquire a new skill, we tend to see opportunities to use it everywhere.

Brand management
Management
Marketing
Branding
Product Creation
4
80% of results come from 20% of activities

The Pareto principle, generally known as the 80-20 rule, states that roughly 80% of the effects come from 20% of the causes.

Customer base
Design
Marketing
Branding
Management
5
Implement Today
Ease at which users can find new features or functions

Discoverability is the ease at which users can find new features or functions on your app or website.

SEO 
Marketing
5
People's current emotions influence their decisions

The Affect Heuristic is a cognitive bias where people make decisions that are heavily influenced by their current emotions.

Leverage emotional storytelling
Marketing
Copywriting
Branding
Psychology
5
Implement Today
People prioritize immediate benefits over bigger future gains

Hyperbolic discounting is a cognitive bias, where people choose smaller, immediate rewards rather than larger, later rewards.

Special deals
Marketing
Copywriting
Psychology
5
Combining rewards activities with tough tasks that provide long-term benefits

Temptation bundling is the idea of connecting together two activities -

Food retailers
Marketing
Branding
5
People pay more when they can't actually see the money

The cashless effect describes our tendency to be more willing to pay when there is no physical money involved in a transaction.

Cashless paying
Marketing
Psychology
5
Implement Today
Beginners tend to overestimate their abilities

People believe that they are smarter and more capable than they really are.

Fake gurus
Product Creation
Marketing
Psychology
4
People resist to withdraw from something if they invested time and money

The sunk cost effect is the general tendency for people to continue investing in something that clearly isn't working if they invested time and money.

Marketing expenses
Marketing
Psychology
5
People's decisions quality deteriorate after a long session of decision making

As we make decisions, the mental energy we have left gets smaller.

Supermarkets
Marketing
Psychology
4
Implement Today
The tendency to do the opposite of what someone wants you to do

Reactance is motivational arousal that emerges when people experience a threat to their free will.

Marketing
Marketing
PR
4
People's tendency to want to finish a given task or an item

Unit bias is the tendency for individuals to want to complete a unit of a given item or task.

Restaurants
Copywriting
Design
Layout
4
Being fully immersed and focused on whatever you are doing

Flow state describes a feeling where, under the right conditions, you become fully immersed in whatever you are doing.

Storytelling in content marketing strategy
Design
Copywriting
5
People adapt more easily to things that look like real-world objects

Skeuomorphism is a design concept of making items resemble their real-world counterpart.

Digital devices 
Design
5
People go crazy about the unpredictable rewards

Motivating-Uncertainty Effect says that we are more motivated to reach a goal with an uncertain reward than the one with a fixed reward.

App design
Marketing
Design
5
Implement Today
Most Influential
People get addicted to rewards given after an unpredictable number of actions

People get hooked on rewards that come after an unpredictable number of actions. You never know when you’ll get a reward. It could be after your first try, your fifth, or who knows when.

Random Discounts
Design
Marketing
5
Most Influential
Individual items seem more attractive when presented in a group

People are considered more attractive when they are in a group than when they are seen alone.

Dating apps
Marketing
4
Implement Today
Assuming other people have the same level of knowledge

The curse of knowledge is a cognitive bias that occurs when an individual, communicating with other individuals, unknowingly assumes that the others have the background to understand.

Copywriting
Copywriting
Marketing
Branding
Psychology
4
Implement Today
Discomfort from holding two contradicting beliefs, values, or attitudes

Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs, or behaviors.

Play to consumers' self-image
Marketing
Psychology
5
People perceive great aesthetic designs as much more intuitive to use

People tend to believe that things that look better will work better even if they aren’t actually more effective or efficient.

Aesthetic design
Design
Psychology
Product Creation
5
People will follow the actions of other people

Social proof is a psychological phenomenon when people adapt their behavior according to what other people are doing.

Reviews with photos
Marketing
Psychology
PR
5
Implement Today
Most Influential
People tend to search for information that confirms prior beliefs or values

Confirmation bias is a psychological habit where we interpret and remember information in a way that confirms our existing ideas and beliefs.

Show customers their money is safe
Marketing
Design
Copywriting
4
Implement Today
The closer to the goal the more motivated people are

As people get closer to a reward, they speed up to get to their goal faster.

Uber
Marketing
5
Implement Today
The simplest explanation tends to be the best one

The simplest explanation is usually the right answer.

The simpler UX the better
Marketing
Management
5
Implement Today
Our interpretations of signs and symbols rely on emotions, not information

Semiotics is the study of signs and symbols. It explains meaning through our social and cultural background, revealing how we interpret messages instinctively.

Role in marketing 
Marketing
Copywriting
Branding
4
The visual difference that makes an object distinguishable

The contrast principle says that our judgments of things are often biased by similar things we have seen immediately before.

Contrast principle in shopping
Marketing
Design
Psychology
5
Implement Today
Influencing people's choice between two options by adding a third option

People change their preference between two options when presented with a third option (the decoy) that is “asymmetrically dominated”.

SaaS pricing
Marketing
4
Implement Today
People choose the item in the middle more often than those on the sides

People tend to be drawn to the middle product when presented with products situated side by side.

New product
Marketing
Design
Layout
4
Implement Today
People decide on options based on how the options are presented

The framing effect works when the data/product is presented in the most compelling way.

Scare when it matters
Marketing
Copywriting
Context
Layout
Design
Psychology
5
Implement Today
Most Influential
Elements close to each other are perceived as related

The Law of proximity says that we subconsciously perceive objects that are close to one another as within the same group.

Ads
Design
Marketing
4
Sometimes simplifying too much, make things more complex

Tesler's Law, also known as The Law of Conservation of Complexity, states that for any system there is a certain amount of complexity that cannot be reduced.

UX designers
Design
UX
UI
Layout
3
Highly positive reviews of your product bring more customers

Feedback Loop is a process in which your customers are so satisfied with your product, they share their experience with their friends or online.

Delight your customers
Branding
PR
5
Humans place a higher value on an object in limited supply

Scarcity in marketing means to use the fear of limited supply to sell more.

eCommerce products page
Marketing
5
Implement Today
Most Influential
People have a deep desire to seek out missing information

The curiosity gap is the space between what we know and what we want or even need to know.

Headlines
Marketing
Copywriting
Psychology
5
Most Influential
People prefer what's familiar to them

Familiarity bias is the preference of the individuals to remain limited to what is familiar to them.

Maintain an active organic presence to your users
Marketing
Psychology
5
Implement Today
People judge a person or a thing over one trait of that person or that thing

The Halo Effect is our tendency for a positive or negative impression of a person, company, brand, or product in one area, to positively or negatively influence our opinion or feelings in other areas of this person, company, brand, or product.

Brand marketing
Design
Marketing
Copywriting
PR
5
A person can hold 7 (plus or minus 2) items in short-term memory

Miller’s Law, also known as “The Magical Number Seven, Plus or Minus Two”.

Copywriting
Design
Copywriting
Marketing
Memory
4
People feel the need to pay back when they receive something

When a person is given a gift by another, the person must repay the gift.

Freebies
Marketing
Branding
Psychology
5
Implement Today
People tend to have an irrational trust in the opinions of authorities

People have the tendency to attribute greater accuracy to the opinion of an authority figure and be influenced by that opinion.

Advertising
Marketing
Copywriting
Psychology
4
People are more tempted to complete items or tasks that are part of a group

Grouping items or tasks together as part of a “set” motivates people to complete it.

Progress bar showing completion %
Marketing
Design
Copywriting
Layout
5
Implement Today
People tend to respect socially responsible companies

When companies demonstrate genuine social responsibility, they are rewarded with increased respect and greater profits.

Examples:
Marketing
PR
4
Peoples' tendency to overestimate their ability to predict the events after the fact

Hindsight bias allows people to convince themselves after an event that they had accurately predicted it before it happened.

Investors 
Marketing
Management
2
Elements that are similar to each other tend to be perceived as a group

Similarity can refer to any number of features, including color, orientation, size, or indeed motion

Web design
Design
Layout
3
People tend to overestimate how much other people notice about them

The "spotlight effect" refers to the tendency to think that more people notice something about you than they do.

Drugstores 
Marketing
Design
Branding
Psychology
4
Implement Today
New beginnings encourage people to pursue their goals

According to the fresh-start effect, people are more likely to take action towards a goal after temporal marks that represent new beginnings.

New Year, New you
Marketing
Copywriting
5
People value things more when they see the work behind them

Customers value more products or services and can be more tolerable when they can see the work behind them.

Let your clients see the work behind your product
Marketing
Copywriting
5
Implement Today
People tend to accept what they are given and stick with what they have

When presented with pre-set courses of action or defaults, we tend to accept what is presented.

Email Opt-in
Marketing
Design
5
People place a higher value on things they’ve created themselves

The IKEA effect means that people value products they have made themselves more highly than comparable ready-made products.

Online builders
Marketing
Design
Branding
Product Creation
5
Most Influential
People want their behaviors to be consistent with their previous choices

Commitment & Consistency bias states we act in ways that are consistent with our initial action or thought.

Marketing Strategies
Marketing
5
Most Influential
A four step process to creating a habit-forming products

Create by Nir Eyal a four-step process to implement into products to create and increase user engagement by subtly influencing their behavior.

TBh app - acquired by Facebook for $30M, 9 weeks after launch
Marketing
Design
5
Most Influential
Different colors affect human behavior, mood, or physiological processes

Color is a powerful tool and can be used to influence peoples' actions, moods, and even physiological reactions.

CTA - Call-to-action Buttons
Design
Branding
Psychology
5
People remember humorous information better

Humor makes things easier to remember. It connects the brand with our positive feelings created by the ad.

A double entendre in ads
Marketing
Copywriting
PR
Design
Branding
Psychology
5
Implement Today
Most Influential
The feelings of nostalgia make us more willing to spend money

Nostalgia or sentimentality brings feelings of social connectedness.

Relate to the old days
Marketing
Branding
Context
5
Most Influential
People do something primarily because other people are doing it

The bandwagon effect is a psychological phenomenon in which people do something primarily because it seems like everybody else is doing it, regardless of their own beliefs, which they may ignore or override.

Dominate a very small area
Marketing
5
Most Influential
People prefer companies that show their human side

The Authenticity Effect shows that the mere presence of a brand's authentic traits (namely, heritage, quality commitment, originality, and sincerity) could influence customer attitudes and purchase intentions

Build in public
PR
Branding
5
Most Influential
People prefer to see the outcome before making a decision

Instead of telling your potential customers about the 1000 features your product has, show them how their life will improve when they buy your product.

Landing Page
Copywriting
3
Implement Today
The most basic human needs people strive to fulfill

People strive to fulfill the most basic human needs in order to be happy or to live an accomplished life.

Examples
Idea Validation
Psychology
5
Most Influential
People tend to support the side that is expected to lose, over the favorite

We like to back the team that has its back against the wall, not because we like backing losers, but because we like to see a team beat the odds.

Examples:
Marketing
Copywriting
4
When social proof has the opposite effect to that intended

It’s when the social proof is used in such a way that it has the opposite effect to that intended.

Flip the statistics
Copywriting
PR
5
Most Influential
People undervalue the context and overestimate personality when judging

People believe that people’s personality traits have more influence on their actions, compared to the other factors over which they don’t have control.

Avoid communicating when people are rushing
Marketing
4
People are more likely to change their habit during a major life event

People are more likely to switch habits and brands when they had undergone a life event.

Shake consumers out of autopilot
Marketing
5
People unconsciously prefer pricing that ends in "9" and "99"

People tend to think the goods sold for the pricing ending with 9 are better value than those with rounded prices.

Works every time like a charm
Marketing
Copywriting
Numbers
5
Most Influential
Rounded figures are more fluently processed by people

Prestige pricing makes all values into rounded figures, e.g., $99.99 to $100.

Prestige pricing only applies to luxury products
Marketing
Design
Numbers
3
How expectations of a product shape the performance

Believing that something will have a certain impact on you actually causes that thing to have that effect.

Product tags
Marketing
Design
Psychology
4
Flaws can make a brand more appealing

A simple blunder or mistake of a successful person can improve the attractiveness or likability of that person.

Admit that your product has a flaw
PR
Branding
Marketing
Copywriting
5
Most Influential
A product for which demand increases as the price increases

A Veblen good is a good for which demand increases as the price increases.

A portfolio approach
Branding
Marketing
4
We love 100% certainty even if it’s counter productive

Zero risk bias relates to our preference for absolute certainty.

Freebie rewards over discounts
Marketing
Psychology
4
Implement Today
People believe in their own group superiority to any other

In-group bias is our tendency to favor whatever group the person associates herself with at a particular time.

Branding
Branding
Copywriting
Marketing
Psychology
4
Peoples’ tendency to use information that quickly comes to mind when deciding

The availability heuristic describes our tendency to use information that comes to mind quickly and easily when evaluating a specific topic, concept, method, or decision

Show the product's results
Copywriting
Marketing
4
People are less likely to detect bias in themselves than others

Blind Spot Bias is the tendency to see oneself as less biased than other people or to be able to identify more cognitive biases in others than in oneself.

Lacking proper research by companies
Management
3
People tend to see patterns in random events

The clustering illusion is the tendency to perceive patterns in random data.

Traps for marketers
Management
Psychology
2
People emphasize original, pre-existing information at the cost of new data

Conservatism bias is a mental process in which people maintain their past views or predictions at the cost of recognizing new information.

Slow reaction of Investors
Branding
Management
5
Most Influential
People tend to ignore the bad news

The ostrich effect is a cognitive bias that causes people to avoid information that they perceive as potentially unpleasant.

Investors 
Management
PR
Branding
4
People overvalue an innovative product’s while downplaying its limitations

The pro-innovation bias is the tendency of people to overvalue an innovative product’s qualities while underplaying its limitations.

Confusing products
PR
Branding
Marketing
3
People remember things that come first and last more clearly

The recency effect is our tendency to remember the first and the last piece of presented information best.

Bring the best performers
Marketing
Memory
Design
3
Memory for recognizing things is better than memory for recalling things

Recognition memory is much easier to access than recall memory.

UI (User Interface)
Design
UI
Memory
3
People prefer and better remember stories than facts alone

Storytelling is the process of making a connection with the customer first, and selling a product second. A customer makes an emotional connection with the story, and the message is considered genuine.

Apple
Marketing
Design
Branding
Copywriting
5
Most Influential
People pay more attention to negative events than the positive ones

Humans are naturally wired for negativity, that's why most of the things you see on TV News are horrible things happening all around the world.

Comparison
Marketing
PR
Psychology
Context
People remember more when their study sessions are spaced out

We learn and remember better when we split the material needed to be learned into repeated at separate points in time.

Course
Design
Marketing
Memory
3
When people choose something, they tend to feel positive about it

It's our tendency to remember our choices as better than they actually were. It happens because we reaffirm ourselves that it had to be a good choice because we made it.

Email
Marketing
PR
Psychology
4
Peoples' tendency to seek information even when it doesn't affect the action

It's our tendency to believe that the more information we acquired in order to make a decision, the better that decision will be, even if that extra information might be irrelevant.

Long-form sales page
Copywriting
Psychology
Context
5
Most Influential
A person's confidence in their own ability is greater than their actual performance

Some of us are too confident about our abilities, and this causes us to take greater risks in our daily lives.

The overconfidence effect can wreak havoc in your marketing campaigns.
Management
Psychology
3
Weather affects our mood and our decisions

Predicting the weather plays an enormous role in the world of advertising and marketing, too. Weather determines what products sell and which don't, and it influences our moods when it comes to spending money. Even a one-degree shift in the temperature has dramatic effects on the sales of dozens of products.

Ads that resonate with current conditions
Marketing
Psychology
Context
5
People more likely to remember and believe statements that contain a rhyme

The rhyme-as-reason effect is a cognitive bias that makes people more likely to remember, repeat, and believe statements that contain a rhyme, compared to those that do not.

Advertising
Marketing
Copywriting
Psychology
Memory
5
Most Influential
Positively-associated, vague terms that evoke extreme moral purity

God Terms, represent all of the words and phrases that you embrace, words that have an “inherent potency” in identifying what you support.

Evoke positive emotions
Copywriting
Psychology
3
Negatiely-associated, vague terms that evoke extreme moral disgust

Devil terms are usually the direct opposite of God terms. These terms are usually associated with terms that link directly with failure, disappointment, and disgust.

Persuade them
Copywriting
Psychology
Context
3
People seek out novel experiences

The novelty effect refers to the tendency of people to show increased levels of interest, engagement, and excitement when exposed to something new or novel.

Novelty Effect - How long does it last?
Marketing
Design
Branding
5
Most Influential
People's perceptions are influenced by a product’s country of origin labeling

The Country of Origin (COO) Effect refers to the influence that a product's country of origin has on consumers' perceptions, preferences, and buying decisions. This effect can impact the perceived quality, value, and desirability of a product, based on consumers' stereotypes, attitudes, and beliefs about a particular country and its products.

Brand marketing
Branding
Marketing
5
People remember information generated by themselves much better than things learned from other sources

The generation effect shows that people who generate information remember the information better than the material they simply read.

The riddle
Marketing
Copywriting
Memory
Psychology
5
Most Influential
Words that are easier to say are more trustworthy and valuable

Speak-Easy Effect is our tendency to see difficult-to-process things as being riskier than those easily understood.

Content
Copywriting
Marketing
5
Implement Today
Accepting people's resistance to being persuaded to buy something

We're bombarded by ads and salesman wherever we go. So much, people have built a huge resistance towards any kind of selling techniques.

Giving a choice
Psychology
Marketing
PR
Copywriting
Peoples' perception of which behaviors are typically approved or disapproved

Injunctive norms involve perceptions of which behaviors are typically approved or disapproved.

Confirm peoples' assumptions
Management
PR
Psychology
3
Peoples' willingness to take action when promised a reward

Rewards motivate us to take an action.

Freebie
Marketing
Psychology
5
Most Influential
People's tendency to favor action over inaction

The action bias describes our tendency to favor action over inaction, often to our benefit. There are times when we feel forced to act, even if it leads to nothing.

Action bias may simply bring your campaign down
Management
5
Implement Today
Peoples' tendency not to use up all the experiences that are bought as a group

We don’t get the full value of a bundle compared to an individual purchase.

Unbundle to motivate
Marketing
Psychology
5
Giving an object or animal, human characteristics to create a greater connection

Brand personification are the techniques to make your brand perceived as a living human being.

Advertising
Marketing
Branding
Psychology
5
People adjust their behavior based on perceived risk

People tend to be more careful if they feel there is a greater risk if they take a particular action.

Design is proof of trust
Design
Marketing
Psychology
4
Implement Today
People tend to assign subjective value to their own money

People tend to assign subjective value to their own money, usually in ways that violate basic economic

Mental budget boundaries
Marketing
Psychology
4
The steps a customer goes through in the process of purchasing a product

The AIDA model is based on four stages that attract people who are deciding on a product or service

Cold email
Marketing
5
Most Influential
People have a deep desire to compete

For most people, there is something unexplainably compelling about the nature of competition. Some scientists argue, “competitiveness” is a biological trait that co-evolved with the basic need for survival.

Gamification
Marketing
Psychology
5
Most Influential
Theory explaining how, why, and at what rate new ideas and technology spread

Our population consists of 5 groups, in terms of spreading the innovation.

Influencers to the rescue
Marketing
Idea Validation
Management
Product Creation
5
Competitive advantages gained by being the first to a market segment

A first-mover is a service or product that gains a competitive advantage by being the first to market with a product or service. 

Burger King - Ok Google
Marketing
5
Most Influential
People are discounts hunting for the thrill of a bargain

People are hunting for the thrill of a bargain. They’re craving that feeling of being a successful shopper.

Discounts
Marketing
4
People tend to remember bizarre information better

Using the bizarreness effect in marketing is about leveraging things that are bizarre, especially those that are incongruous and out of context, to stand out and be more memorable.

Beat the ordinary 
Marketing
Branding
Product Creation
Psychology
Context
5
Most Influential
When people experience an almost winning situation, they tend to keep playing

When people are gambling they experience the Near-miss effect time and time again.

Pokemon GO
Marketing
Psychology
5
People might lose interest in an activity after they are rewarded for it

People might lose motivation and interest in an activity as a result of receiving an excessive external reward (such as money and prizes) for it.

Gamification
Marketing
Psychology
4
To embark on a complex journey every step needs to be attainable

To embark on a complex journey every step needs to be attainable, otherwise, a person will get discouraged.

Users must regard rewards as achievable
Marketing
Design
5
People prefer options that are known to them

"Better the devil you know than the devil you don't"

Be clear about the price
Marketing
Psychology
Context
3
Getting a person to agree to a large request by their agreeing to a small one first

The foot-in-the-door technique assumes that agreeing to a small request increases the likelihood of agreeing to a second, larger request.

Sales funnels
Marketing
5
Getting a person to agree to a request by presenting a larger request first

The door-in-the-face technique is a type of sequential request strategy.

Asking for donations
Marketing
5
We transfer negative emotions about being broke on items that we purchase

We are less satisfied with our purchases if it causes a strain on our finances.

Timing
Marketing
Psychology
3
People are more influenced by options that are put into a larger group

Category size bias describes our tendency to believe outcomes are more likely to occur if they are part of a large category rather than part of a small category, even if each outcome is equally likely.

Connect with bigger players
Marketing
Context
4
When missing an offer once you are likely to miss an offer twice.

Missing an offer once means you're less likely to buy from the same or similar offer in the future.

Strategize your discounts
Marketing
4
People tend to judge harmful actions as worse than harmful inactions

People tend to judge harmful actions as worse than harmful inactions, even if they result in similar consequences.

Bring attention to the problem
Marketing
Psychology
3
People tend to ignore base rate information in favor of event-specific information

The Base Rate Fallacy occurs when we are too quick to make judgments, ignoring base rates or probabilities in favor of new information.

Speak easy
Copywriting
Context
3
After noticing something once people tend to notice it more often

Frequency illusion, also known as the Baader–Meinhof phenomenon, is a cognitive bias in which, people after noticing something for the first time, tend to notice it more often, leading someone to believe that it has a high frequency

Capture attention
Marketing
Psychology
Design
5
When people allow themselves to indulge after doing something positive first

People allow themselves to indulge after doing something positive first.

Store products positioning
Marketing
Psychology
Design
Layout
4
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