Nine kinds of thinking behind every purchase.
Every principle in the database draws on one of nine parts of how people decide, so the quickest way in is to start with the one you want to understand.
Social influenceWhat other people do, say and recommend. IncludesBandwagon effect, Social proof, Authority 9principles2 strong, 7 moderate Loss and scarcityThe pull of what might be missed or lost. IncludesLoss aversion, Scarcity, Anticipated regret 6principles2 strong, 3 moderate, 1 contested Choice architectureHow options are arranged, ordered and pre-selected. IncludesCompromise effect, Default effect, Framing effect 17principles6 strong, 6 moderate, 2 contested, 3 framework Pricing and value perceptionHow a price is judged, not only what it is. IncludesAnchoring, Mental accounting, Partitioned pricing 12principles3 strong, 9 moderate Cognitive load and fluencyHow much effort a page asks of the shopper. IncludesChunking, Fitts's law, Recognition over recall 11principles3 strong, 7 moderate, 1 framework Attention and perceptionWhat gets noticed, and what gets skipped. IncludesGestalt grouping, Picture superiority effect, Von Restorff (isolation) effect 12principles3 strong, 8 moderate, 1 framework Motivation and commitmentWhat keeps people moving towards a goal. IncludesIKEA effect, Communication frequency ideal point, Curiosity gap 15principles1 strong, 9 moderate, 3 contested, 2 framework Trust and risk reductionWhat makes buying from a stranger feel safe. IncludesOnline trust formation, Perceived justice in complaint handling, Perceived risk 9principles3 strong, 5 moderate, 1 framework Emotion and memoryWhat people feel, and what they remember afterwards. IncludesAffect heuristic, Expectation-disconfirmation, Halo effect 13principles8 strong, 4 moderate, 1 contested
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