What happens in our brain when we make a decision?
You imagine the outcome of a decision (benefits). Then you imagine the steps to implement (costs). Then you gauge which feeling is stronger.
Do something bad? You feel obligated do something good. Do something good? You feel entitled to do something bad.
People evaluate options by comparing them to each other.
Bar patrons gave more tips if they could “vote” with their money.
A single choice primes people to make more choices.
Customers want to indulge, but they feel guilty.
People feel guilty choosing emotional products when rational products are nearby.
If you show items one at a time, shoppers will wait for a better option.
Raising a negative attribute slightly above zero provides a comparison point that makes it seem even smaller.
You pull or push equal amounts from discrete categories.
People are more likely to choose an option if they look at it longer.
Customers are more likely to choose an option from the center.
Place your option in the center when customers view all options. Place your item first or last when customers view options individually.
Customers will choose your brand if they believe that your product is similar (yet superior) to competing brands.