How Psychology Shapes Customer Decisions. The Power of Biases and Effects in Decision Making.
- Valery Tarapai
- Jun 29
- 4 min read
The average person makes over 35,000 decisions a day. Most of them aren’t logical. They’re
fast, emotional, automatic.
To survive the mental chaos, the brain uses shortcuts. These shortcuts are called cognitive biases and psychological effects.
To build a successful marketing strategy, you first need to understand human psychology.
Cognitive Biases - Fast Decision Making Category.
Definitions + Marketing Examples
Action bias: We feel better doing something rather than nothing. “Don’t wait! Book your free consultation now!” gives a low-risk action to take.
Overconfidence effect: We overestimate our knowledge or ability. “Top performers use our tool, join the best.” appeals to self-belief.
Optimism bias: We believe negative outcomes are less likely to affect us.
“Start your business today, most of our users succeed within 30 days!” fuels belief in a positive outcome.
Planning fallacy: We underestimate how long tasks take. “Launch your website in just 5 minutes.” feels easy and quick.
Hyperbolic discounting: We want smaller rewards now over bigger later. “Get $5 instantly just for signing up!” satisfies the need for now.
Present bias: We prefer immediate rewards to future ones. “Same-day delivery on all orders!” leverages instant gratification.
Risk compensation: We take more risks when we feel protected. “Try it risk-free with our 30-day guarantee.” encourages bolder buys.
Loss aversion: We fear losses more than we value gains. “Don’t miss your chance, only 2 hours left!” triggers urgency.
Status quo bias: We prefer things to stay the same. “Keep using the brand you’ve trusted for years.” reinforces habit.
Default effect: We stick with pre-set choices. “Pro Plan pre-selected for best value.” nudges without friction.
Commitment bias: We stick to past choices to appear consistent. “You’ve earned Silver! Upgrade to Gold today!” plays on past effort.
Choice-supportive bias: We justify our past decisions as good. “Thousands love the product you chose, great pick!” affirms choices.
Escalation of commitment: We double down even on failing decisions. “Add just $10 more to unlock your loyalty reward.” keeps us invested.
Familiarity heuristic: We prefer what we already know. “The same flavor you’ve loved, now in a bigger pack.” taps comfort.
Social proof: We copy others when we’re unsure. “Rated 5 stars by 20,000+ users!” builds trust through crowd approval.
Bandwagon effect: We follow the crowd’s beliefs or behaviors. “Join the millions who’ve switched to this plan.” encourages joining in.
Authority heuristic: We obey experts or trusted figures. “Doctor-recommended formula for cleaner skin.” lends credibility.
Scarcity effect: We value things more when they’re limited. “Only 5 left in stock. Don’t miss out!” adds perceived value.
Urgency effect: We focus on tasks that feel time-sensitive. “Offer ends in 1 hour. Act now!” pushes for quick decisions.
Fear appeal bias: We act fast to avoid danger or loss. “Protect your data. Install antivirus today.” uses fear to drive action.
Affect heuristic: We make decisions based on emotions, not logic. “Feel the luxury every time you drive.” taps into emotional imagery.
Heuristic simplification: We rely on shortcuts when under pressure. “Top-rated. Best-seller. Most-loved.” gives quick trust signals.
Single-option aversion: We resist choosing when only one option is shown. “Choose from 3 plans tailored to your needs.” reduces decision resistance.
Fast-and-frugal heuristics: We prefer quick choices using minimal info.“4.8 stars, 10,000+ reviews. Buy now.” gives just enough to decide fast.
Reactive devaluation: We distrust ideas from opposing sources.
“Not all collagen works! Ours is combined with vitamin C for real absorption.” challenges the typical collagen message while promoting your solution.
Contagion heuristic: We avoid things associated with something negative.“100% new, sealed, and untouched.” reassures cleanliness and safety.
Appeal to fear: We react to messages that induce fear. “Your home could be at risk. Get security today.” creates urgency via threat.
Motivated reasoning: We interpret facts to support what we want to believe. “Science proves coffee is good for focus. Your daily cup just got smarter.” affirms existing behavior.
Affect bias: Emotions cloud our sense of risk. “Invest confidently. Our users love the simplicity.” reduces fear with positive tone.
Need for closure: We seek fast, definite answers. “Instant quote. No waiting. No surprises.” gives quick resolution.
Prevention focus bias: We act more to avoid loss than pursue gain. “Avoid costly repairs! Get a maintenance plan now.” focuses on prevention.
Approach-avoidance conflict: We delay when options have pros and cons. “Worried about cost? Try it free for 14 days.” removes hesitation point.
Expedience bias: We go with what's easiest, not necessarily best. “Just tap to reorder your last purchase.” streamlines repeat buying.
Decision fatigue: We make worse choices after many decisions. “Can’t decide? Try our top pick.” reduces overload at decision point.
Cognitive load bias: Under pressure, we choose the least effortful path.“Buy now with one click.” eliminates cognitive friction.
Simplicity bias: We prefer simple ideas, especially when stressed. “One pill a day. That’s it.” breaks down complexity into ease.
Trigger-action pattern: We act automatically based on cues. “You just got paid! Treat yourself today!” ties cue (payday) to action (spending).
Commitment heuristic: We act in line with past commitments. “You’ve been with us for a year! Renew now and save.” rewards consistency.
Urgency bias: We prioritize what feels urgent over what matters most. “Only 2 hours left. Act now!” forces attention through urgency.
Alarmist bias: We overreact to threats, even if minor. “Toxins in your tap water? Filter it now.” plays up perceived danger.
Understanding cognitive biases is essential to understanding how your target audience thinks and makes decisions.
Comments