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.
By laying out elements logically and strategically, you can influence people’s perception and guide them to complete desired actions.
Selective attention is our tendency to pay attention only to things that agree with consumers’ attitudes, opinions, and beliefs.
People focus only on stories about success, without understanding what caused that success, at the same time neglecting others' failures.
When the world zigs, you zag.
Cognitive load is the total amount of mental effort used in the working memory.
The attentional bias is all about what people pay attention to.
Exposure to some stimuli that unconsciously influence the behavior of a person guiding their behavior to a certain result.
MAYA it's a principle by which products should be created for easy adoption by users.
When customers pay for something, they calculate the risks of any dissatisfaction they might get from that product.
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").
Progressive disclosure is a concept of managing information in a way that a user interface should progress naturally, from simple to complex.
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.
Empathy Gap in marketing it’s the distance between our assumptions about our customers, and how those customers really think, feel, and act.
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.
The Mere Exposure Effect is one of the most widely used techniques in advertising and marketing.
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.
The Streisand effect refers to the phenomenon in which you draw more attention to something by attempting to censor, bury or hide it.
Chunking refers to the process of taking individual pieces of information and grouping them into smaller or larger units.
The Picture Superiority Effect refers to the phenomenon where people remember pictures 3 times better than they remember the corresponding words.
The sensory appeal is a type of marketing that appeals to all the senses (sight, sound, smell, touch, taste) in relation to the brand.
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.
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.
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.
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.
The Backfire Effect is the tendency for people to dismiss evidence that contradicts their beliefs by strengthening those same beliefs.
The False Consensus Effect is our tendency to overestimate how much other people agree with us.
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
Delighters are happy surprises that can make a difference. They blow us away when we get it.
When an action becomes tightly coupled with a thought, an emotion, or a preexisting habit, it becomes an internal trigger.
External triggers consist information, telling the person what to do next.
The observer expectancy effect refers to how the perceived expectations of an observer can influence the people being observed.
Weber's law states that the perception of change in any stimulus always depends on what the stimulus is.
According to the law of the instrument, when we acquire a new skill, we tend to see opportunities to use it everywhere.
The Pareto principle, generally known as the 80-20 rule, states that roughly 80% of the effects come from 20% of the causes.
Discoverability is the ease at which users can find new features or functions on your app or website.
The Affect Heuristic is a cognitive bias where people make decisions that are heavily influenced by their current emotions.
Hyperbolic discounting is a cognitive bias, where people choose smaller, immediate rewards rather than larger, later rewards.
Temptation bundling is the idea of connecting together two activities -
The cashless effect describes our tendency to be more willing to pay when there is no physical money involved in a transaction.
People believe that they are smarter and more capable than they really are.
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.
As we make decisions, the mental energy we have left gets smaller.
Reactance is motivational arousal that emerges when people experience a threat to their free will.
Unit bias is the tendency for individuals to want to complete a unit of a given item or task.
Flow state describes a feeling where, under the right conditions, you become fully immersed in whatever you are doing.
Skeuomorphism is a design concept of making items resemble their real-world counterpart.
Motivating-Uncertainty Effect says that we are more motivated to reach a goal with an uncertain reward than the one with a fixed reward.
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.
People are considered more attractive when they are in a group than when they are seen alone.
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.
Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs, or behaviors.
People tend to believe that things that look better will work better even if they aren’t actually more effective or efficient.
Social proof is a psychological phenomenon when people adapt their behavior according to what other people are doing.
Confirmation bias is a psychological habit where we interpret and remember information in a way that confirms our existing ideas and beliefs.
As people get closer to a reward, they speed up to get to their goal faster.
The simplest explanation is usually the right answer.
Semiotics is the study of signs and symbols. It explains meaning through our social and cultural background, revealing how we interpret messages instinctively.
The contrast principle says that our judgments of things are often biased by similar things we have seen immediately before.
People change their preference between two options when presented with a third option (the decoy) that is “asymmetrically dominated”.
People tend to be drawn to the middle product when presented with products situated side by side.
The framing effect works when the data/product is presented in the most compelling way.
The Law of proximity says that we subconsciously perceive objects that are close to one another as within the same group.
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.
Feedback Loop is a process in which your customers are so satisfied with your product, they share their experience with their friends or online.
Scarcity in marketing means to use the fear of limited supply to sell more.
The curiosity gap is the space between what we know and what we want or even need to know.
Familiarity bias is the preference of the individuals to remain limited to what is familiar to them.
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.
Miller’s Law, also known as “The Magical Number Seven, Plus or Minus Two”.
When a person is given a gift by another, the person must repay the gift.
People have the tendency to attribute greater accuracy to the opinion of an authority figure and be influenced by that opinion.
Grouping items or tasks together as part of a “set” motivates people to complete it.
When companies demonstrate genuine social responsibility, they are rewarded with increased respect and greater profits.
Hindsight bias allows people to convince themselves after an event that they had accurately predicted it before it happened.
Similarity can refer to any number of features, including color, orientation, size, or indeed motion
The "spotlight effect" refers to the tendency to think that more people notice something about you than they do.
According to the fresh-start effect, people are more likely to take action towards a goal after temporal marks that represent new beginnings.
Customers value more products or services and can be more tolerable when they can see the work behind them.
When presented with pre-set courses of action or defaults, we tend to accept what is presented.
The IKEA effect means that people value products they have made themselves more highly than comparable ready-made products.
Commitment & Consistency bias states we act in ways that are consistent with our initial action or thought.
Create by Nir Eyal a four-step process to implement into products to create and increase user engagement by subtly influencing their behavior.
Color is a powerful tool and can be used to influence peoples' actions, moods, and even physiological reactions.
Humor makes things easier to remember. It connects the brand with our positive feelings created by the ad.
Nostalgia or sentimentality brings feelings of social connectedness.
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.
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
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.
People strive to fulfill the most basic human needs in order to be happy or to live an accomplished life.
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.
It’s when the social proof is used in such a way that it has the opposite effect to that intended.
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.
People are more likely to switch habits and brands when they had undergone a life event.
People tend to think the goods sold for the pricing ending with 9 are better value than those with rounded prices.
Prestige pricing makes all values into rounded figures, e.g., $99.99 to $100.
Believing that something will have a certain impact on you actually causes that thing to have that effect.
A simple blunder or mistake of a successful person can improve the attractiveness or likability of that person.
A Veblen good is a good for which demand increases as the price increases.
Zero risk bias relates to our preference for absolute certainty.
In-group bias is our tendency to favor whatever group the person associates herself with at a particular time.
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
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.
The clustering illusion is the tendency to perceive patterns in random data.
Conservatism bias is a mental process in which people maintain their past views or predictions at the cost of recognizing new information.
The ostrich effect is a cognitive bias that causes people to avoid information that they perceive as potentially unpleasant.
The pro-innovation bias is the tendency of people to overvalue an innovative product’s qualities while underplaying its limitations.
The recency effect is our tendency to remember the first and the last piece of presented information best.
Recognition memory is much easier to access than recall memory.
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.
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.
We learn and remember better when we split the material needed to be learned into repeated at separate points in time.
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.
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.
Some of us are too confident about our abilities, and this causes us to take greater risks in our daily lives.
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.
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.
God Terms, represent all of the words and phrases that you embrace, words that have an “inherent potency” in identifying what you support.
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.
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.
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.
The generation effect shows that people who generate information remember the information better than the material they simply read.
Speak-Easy Effect is our tendency to see difficult-to-process things as being riskier than those easily understood.
We're bombarded by ads and salesman wherever we go. So much, people have built a huge resistance towards any kind of selling techniques.
Injunctive norms involve perceptions of which behaviors are typically approved or disapproved.
Rewards motivate us to take an action.
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.
We don’t get the full value of a bundle compared to an individual purchase.
Brand personification are the techniques to make your brand perceived as a living human being.
People tend to be more careful if they feel there is a greater risk if they take a particular action.
People tend to assign subjective value to their own money, usually in ways that violate basic economic
The AIDA model is based on four stages that attract people who are deciding on a product or service
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.
Our population consists of 5 groups, in terms of spreading the innovation.
A first-mover is a service or product that gains a competitive advantage by being the first to market with a product or service.
People are hunting for the thrill of a bargain. They’re craving that feeling of being a successful shopper.
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.
When people are gambling they experience the Near-miss effect time and time again.
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.
To embark on a complex journey every step needs to be attainable, otherwise, a person will get discouraged.
"Better the devil you know than the devil you don't"
The foot-in-the-door technique assumes that agreeing to a small request increases the likelihood of agreeing to a second, larger request.
The door-in-the-face technique is a type of sequential request strategy.
We are less satisfied with our purchases if it causes a strain on our finances.
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.
Missing an offer once means you're less likely to buy from the same or similar offer in the future.
People tend to judge harmful actions as worse than harmful inactions, even if they result in similar consequences.
The Base Rate Fallacy occurs when we are too quick to make judgments, ignoring base rates or probabilities in favor of new information.
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
People allow themselves to indulge after doing something positive first.