Why We Buy

Let’s explore the Red Sneaker Effect—why breaking established social conventions signals higher status.

Let’s explore Hyperbolic Discounting—why we choose immediate (and often smaller) rewards over those that come later.

Let’s explore the Affect Heuristic —why we make decisions based on our emotions.

Let’s explore the Choice Paradox —why having too many choices can lead to fewer sales and fewer happy buyers.

Let’s explore the Ostrich Effect —why we avoid bad news rather than facing it.

Let’s explore humor —why we build better relationships with people (and brands) that make us lol.

Let’s explore color — why we are influenced by the colors we see.

Let’s explore the Endowment effect —why we overvalue things we own.

Let’s explore Email Subject Lines – how to write email teasers that actually get opened.

Let’s explore the Pratfall Effect – why imperfections can actually make people like you (or your brand) more.

Let’s explore Credibility — how to get people to think of you as an expert in your field.

Let’s explore Survivorship Bias — why we overestimate the likelihood of success when we only focus on the success stories.

Let’s explore Unity — how our self-identity impacts our decisions and behavior.

Let’s explore Linking — how our brains create associations that impact our behavior.

Let’s explore The Spotlight Effect – why we overestimate how much people think about us.

Let’s explore how HelloFresh proves that convenience sells, especially when you integrate buyer psychology principles like these.

Let’s explore the Pain of Paying – why paying upfront removes the pain of playing down the line.

Let’s explore how Oatly can make people excited about drinking milk made from oats and how you can use the same strategies for your business.

Let us explore the IKEA Effect – why we overvalue things we had a hand in creating ourselves.