Emotion and memory
What people feel, and what they remember afterwards.
How a purchase feels shapes what people remember of it, and the memory is what they bring to the next decision. These 13 principles cover first impressions, stories, expectations, and the moments after the order that affect whether customers come back.
Affect heuristic Feelings about something steer judgements of its risks and benefits. Mainly Homepage, also ProductMainly here Not tested in shopping Strong Anticipation and savouring People get pleasure from looking forward to something good, so a wait can add value if it is framed as anticipation. Mainly Post-purchase, also Product, CheckoutMainly here Tested in shopping-like settings Moderate Consumption rituals (unboxing) Performing a small structured ritual before consuming something increases involvement and enjoyment. Mainly Post-purchase, also ProductMainly here Tested in shopping-like settings Moderate Customer delight (surprise) An unexpectedly positive experience produces delight, which is distinct from satisfaction. Mainly Post-purchase, also Sitewide, CheckoutMainly here Tested in shopping-like settings Moderate Customer gratitude When customers see a seller investing in them out of goodwill, the gratitude drives reciprocal buying beyond what trust alone explains. Mainly Post-purchase, also SitewideMainly here Tested on real shoppers Moderate Expectation-disconfirmation Satisfaction depends on performance relative to what was promised, so beating a modest promise satisfies more than missing an ambitious one. Mainly Post-purchase, also Sitewide, Product, Cart, CheckoutMainly here Tested on real shoppers Strong Halo effect One strong positive impression colours judgement of other, unrelated qualities. Mainly Homepage, also Sitewide, ProductMainly here Not tested in shopping Strong Mere exposure effect Repeated exposure to something tends to increase liking for it, up to a point. Mainly Sitewide, also Homepage, Post-purchaseMainly here Tested in shopping-like settings Strong Narrative transportation Being absorbed in a story reduces counter-arguing and shifts attitudes. Mainly Product, also HomepageMainly here Tested in shopping-like settings Strong Peak-end rule Experiences are judged by their most intense moment and their ending. Mainly Post-purchase, also CheckoutMainly here Tested in shopping-like settings Strong Self-reference effect Information that relates to oneself is processed more deeply and remembered better. Mainly Product, also HomepageMainly here Tested in shopping-like settings Strong Serial position effect The first and last items in a sequence are remembered best. Mainly Sitewide, also Category, ProductMainly here Tested in shopping-like settings Strong Service recovery paradox A customer whose problem is fixed very well can end up more satisfied than one who never had a problem. Mainly Post-purchase, also SitewideMainly here Tested in shopping-like settings Contested
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