Why We Buy
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Dunning-Kruger Effect
Let’s explore the Dunning-Kruger Effect – why we overestimate our competence regardless of our lack of knowledge or skill set.
Pain of Paying
Let’s explore the Pain of Paying – why paying upfront removes the pain of playing down the line.
Moment of Wow
Let’s explore The Moment of Wow – the critical moment when your user thinks to themselves “Wow, how did I ever live without this?”
Mimicry
Let’s explore Mimicry – why we unconsciously imitate behaviours, speech, & movements of others (and how being a copycat can drive conversions).
Overjustification Effect
Let’s explore The Overjustification Effect – why getting paid makes us enjoy activities less.
Reciprocity
Let’s explore Reciprocity – why we feel compelled to “return the favour” after we’re given something.
Bikeshedding
Let’s explore Bikeshedding – why we spend too much time on things that don’t matter.
Priming
Let’s explore Priming — why exposure to images and ideas can get you to make decisions faster.
Hindsight Bias
Let’s explore Hindsight Bias – why we always end up saying: “I knew that was going to happen.”
Availability Heuristics
Let’s explore Availability Heuristics—why we use recent information when making decisions about the future.
Spotlight Effect
Let’s explore The Spotlight Effect – why we overestimate how much people think about us.
Status Quo
Let’s explore Status Quo – why change is more complex than we hoped.
Distinctiveness
Let’s explore Distinctiveness – why we pay more attention to stuff that stands out.
Herding
Let’s explore Herding – why our instinct tells us to stay with the herd and how that impacts us as two-legged non-striped sapiens.
Motivation
Let’s explore Motivation – how motivation works and how to build systems that keep you productive (even when motivation wanes).
Canva
Let’s explore how Canva has dominated the DIY graphic design space by deeply understanding their users.
Assume your buyers will underestimate how much effort is needed and strategize how you can help them to get value quickly.
Foot In The Door Technique
Let’s explore the Foot In The Door Technique – why agreeing to a small request makes us more likely to then agree to a second, larger request.
Halo Effect
Let’s explore The Halo Effect—why our impression of a person or business influences how we feel about their character and ability.
Recency Bias
Let’s explore Recency Bias–why we’re more likely to remember the most recent information (and often forget earlier details).
Endowment Effect
Let’s explore The Endowment Effect–why we place a higher value on objects that we own than ones that we don’t own.