- We recycle more when shown what the product will become.
- Controlling people’s sense of freedom can trigger an angry motivation to regain it.
- Our desire to give back wanes rapidly with time.
The 25 Percent Rule
- Social norms can be changed by only a quarter of the group.
- Nudges can still work on us, even when told we’re being nudged.
Category Size Bias
- We’re more influenced by options that are put into a relatively-large group.
Lucky Loyalty Effect
- Random rewards feel more likely, the more we spend.
- We prefer a thank-you over a small monetary reward.
Goal Gradient Effect
- Our efforts increase as we move closer to a goal.
- When looking to our future, we tend to inflate the good stuff and downplay the bad.
- We place a greater value on products seen as whole in shape.
- We’re more motivated to reach a goal with an uncertain reward.
Noble Edge Effect
- Products of caring companies are seen as superior.
- Thinking about the past makes us want to pay more now.
- Words that are easier to say are more trustworthy and valuable.
- We’re more likely to do the hard stuff when tightly coupled with something tempting.
The Risk of Bundling
- Selling experiences in a bundle reduces their invidvidual use.
- We’re more satisfied with choices when we engage in physcial acts of closure.
- We pay more when we can’t actually see the money.
Sunk Cost Effect
- We’re reluctant to pull out of something we’d put effort into.
Fresh Start Effect
- We’ll more likely achieve goals set at the start of a new time period.
Bottom Dollar Effect
- We rate products negatively when they exhaust our budgets.
- Faced with a set of products, we prefer the one in the middle.
- We value something more once we feel we own it.
- How we frame a product’s price & features greatly affects its perceived value.
- We’re intellectually lazy, avoiding hard questions where possible.
- Reading the word ‘bye’ makes us more likely to buy.
Top Ten Effect
- We break down ordered lists into smaller ones ending in 0 or 5.
- Our status is elevated when we share our VIP treatment.
- We tend to justify a purchase by overlooking any faults seen.
- What we want now is not what we aspire to in the future.
- We place disproportionately-high value on self made products.
- Restricting pleasure increases pleasure.
- Experiences are mostly judged by their end or peaks.
Inaction Inertia Effect
- Missing an offer means you’re less likely to buy in the future.
- Too much choice will lead to indecision and lower sales.
- Uncompleted tasks stick in your mind more than completed ones.
- We tend to rely too heavily on the first piece of information seen.
- We’ll accept smaller payoffs now over larger payoffs later on.
Round Pricing Preference
- We perceive round numbers are more trustworthy and representing higher quality.
Von Restorff Effect
- Items that stand out from their peers are more memorable.