7 Lesser-known Psychology Secrets that Guide Human Decisions & How to Use Them?

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  • Post published:April 24, 2022
  • Post category:Marketing

99% of Marketing & Copywriting is Psychology.

You’ve probably heard of Psychological Triggers before…

But here are 7 Underrated ones to expand your Horizon on Consumer Behaviour.

Let’s dive straight into this microblog…

1. The Novelty Effect

It’s the positive effect produced in individuals’ minds when they see a slight change in a product.

Maybe like a new feature, new design or just cosmetic changes.

Real-life example: Apple comes out with a new iPhone every fall with minor changes.

Source: Google


2. The Decoy Effect

The Decoy Effect comes into play when customers change their preferences between 2 options after being presented with a third option.

Real-life example: SaaS brands usually gravitate towards a 3-tier pricing model to make the middle tier irresistible.

Source: Google


3. Loss Aversion

It works on the principle that humans prefer avoiding losses more than gaining profits.

Real-life example: Items on discounts are more likely to get sold out because they have the psychological effect of saving money, aka preventing loss.

Source: Google


4. Cognitive Dissonance

It’s the internal conflict of a customer’s ideas & beliefs as opposed to what they’re planning to buy.

Real-life example: Jordans by Nike are released in limited numbers, focusing on high-end design & comfort to justify charging a premium.

Source: Google


5. The Context Effect

It states that the environmental factors surrounding an event affect how that event is perceived.

Real-life example: You’re more likely to spend a premium in a fine-dine for similar food than when you order a takeaway.

Source: Google


6. Instant Gratification

People become impatient after they’ve spent money. They want everything instantly.

Real-life example: Digital products sell like hotcakes because the moment you swipe your card, your product awaits you in your inbox.

Source: Google


7. Desire to Belong

Humans are lonely creatures. 

They want to feel wanted and loved.

The best way to do that is to imbibe a feeling of belongingness.

Real-life example: Harley-Davidsons are sold more for being a part of a community than being a superior motorcycle.

Source: Google

On that note,

What is a psychological trigger that made you pull out your wallet?

Let me know in the comments below!

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