Where Psychology Meets Marketing

Explore the science behind consumer minds and how it shapes modern marketing strategies.

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What Is the Less-Is-Better Effect? A Marketer’s Guide to Smarter Decisions

June 3, 2025

Key Takeaways: What Is the Less-Is-Better Effect? The less-is-better effect highlights a quirk in our decision-making: people tend to prefer an objectively inferior option when it’s presented on its own, but they switch their preference to a better option when comparing both side by side. This idea was first put forward by behavioural scientist Christopher Hsee and has been backed by various consumer psychology studies. In Hsee’s original research, participants showed a greater willingness to pay for a 7-oz ice cream that overflowed from a 5-oz cup rather than an

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What Is the Third Person Effect? How It Impacts Your Buying Decisions

June 2, 2025

Key Takeaways: What Is Third Person Effect? The Third Person Effect (TPE) is a psychological phenomenon that many of us encounter. It’s the tendency we have to believe that other people are swayed by media messages, like adverts, news articles, or political content, more than we are ourselves. In other words, we often think, “I’m not influenced, but everyone else probably is.” This concept was first proposed by W. Phillips Davison in 1983. He noticed that people usually overestimate how persuasive media is for others, while underestimating its effect on

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Endowed Progress Effect in Marketing: Psychological Tactics to Boost Conversions

June 1, 2025

Key Takeaways: What Is the Endowed Progress Effect? The Endowed Progress Effect highlights a captivating psychological insight: people are more likely to finish tasks when they believe they’ve already made some progress, even if that progress was simply given to them. This straightforward yet impactful motivator can affect our behaviour. When a goal feels as if it’s already in motion, we tend to invest more in seeing it through. You can see this principle at work in loyalty programmes that kick off with initial points, or onboarding checklists that show

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Pseudocertainty Effect in Marketing: The Psychology Behind Risk-Free Offers

May 29, 2025

Key Takeaways: What Is the Pseudocertainty Effect? The pseudocertainty effect is a cognitive bias where people often believe an outcome is guaranteed, even when it’s not, especially in situations with multiple stages of decision-making. We tend to overlook earlier uncertainties, honing in instead on just the final step, which we mistakenly treat as independent and assured. This concept was first put forward by behavioural economists Daniel Kahneman and Amos Tversky, two Nobel laureates, in their groundbreaking work on Prospect Theory. This theory explores how we assess risk and make decisions

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Post-Purchase Rationalisation: How Marketers Can Turn Buyer Doubt into Loyalty

May 28, 2025

Key Takeaways: What is Post-Purchase Rationalisation? Post-Purchase Rationalisation (PPR) is a common cognitive bias where we often find ourselves justifying a purchase after the deed is done, usually by playfully exaggerating the benefits or downplaying the flaws. So, when does this happen?  Sometimes referred to as choice-supportive bias or even buyer’s Stockholm Syndrome, PPR allows us to sidestep the uncomfortable feeling of admitting we might have made a less-than-wise decision. “Over 80% of consumers experience buyer’s remorse, yet most never return the product. Instead, they tend to rewrite the story

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What Is Restraint Bias? How Overconfidence Drives Impulse Buying

May 26, 2025

Have you ever purchased something on a whim, simply because it was right in front of you? This isn’t just a spur-of-the-moment decision; it’s restraint bias at play. In marketing and consumer psychology, restraint bias refers to our tendency to overestimate our self-control, often leading us to give in to temptation. In this article, we’ll dive into what the restraint bias is, the psychology behind it, and how you can avoid or apply it in your marketing strategies to connect with consumers. What is Restraint Bias? Restraint bias is the

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What is Zero Risk Bias? The Bias Behind Every ‘Safe’ Purchase

May 24, 2025

Why do consumers often prefer complete risk elimination over simply reducing risk? Consider this example: one choice lowers risk from 50% to 25%, while another cuts it from 5% to 0%. Surprisingly, most people opt for the latter option, even when it might not be the most logical choice. This tendency can be explained by a zero risk bias favouring certainty over rationality. It influences consumer behaviours, from buying insurance, selecting warranties, responding to free trials, and beyond. In this article, we’ll explore what zero risk bias is, why it’s

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The Principle of Reciprocity in Marketing: Psychology-Backed Strategies That Build Trust and Convert

May 24, 2025

Have you ever enjoyed receiving a free sample and felt delightedly tempted to buy the full product? Or perhaps you downloaded a free guide and later found yourself subscribing to the company’s newsletter? You weren’t manipulated; you were responding to one of the most powerful behavioural principles in psychology: the principle of reciprocity. Grasping this principle can empower marketers to build trust, enhance conversions, and create user-centred experiences. This article will explore what it is, why it’s effective, and how you can incorporate it ethically into your strategy! What Is

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What Is the IKEA Effect? A Marketer’s Guide to Leveraging Buyer Psychology

May 23, 2025

Have you ever found yourself valuing a wobbly table you put together yourself more than a sleek one from a showroom? That’s what we call the IKEA effect. It’s a cognitive bias that explains why people tend to place a higher worth on items they’ve invested effort into creating. But this concept isn’t limited to just furniture. For marketers, psychologists, and brand strategists, the IKEA effect is a powerful tool to enhance engagement, foster loyalty, and elevate perceived value. In this article, we’ll delve into what the IKEA effect is,

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What Is Courtesy Bias and Why It’s Killing Your Marketing Data

May 21, 2025

In marketing and consumer research, getting accurate feedback is crucial, but courtesy bias can often get in the way. This subtle yet significant form of social desirability bias causes people to exaggerate their positive experiences and hold back on criticism, particularly when there are power dynamics at play or when they want to be polite. For marketers, product teams, and behavioural analysts, grasping what courtesy bias is and how it distorts data is essential for making informed and effective decisions. What Is Courtesy Bias? Courtesy bias refers to the tendency

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