Individuals often ignore statistical probabilities in favor of specific, anecdotal information. This leads to skewed decision-making, as people overlook broader data in favor of vivid or relatable examples.

People tend to like others more after doing them a favor. Encouraging small, helpful actions from users can build goodwill and increase their affinity toward a brand or product.

When presented with multiple options, people are more likely to choose the one in the center. This effect is driven by the perception that central options are more important or balanced.

Individuals appear more attractive when seen in a group rather than alone. Grouping products or showcasing them alongside others can enhance their perceived value and appeal.

Completing a decision provides a sense of satisfaction and reduces mental clutter. Confirming user choices or providing clear next steps helps reinforce their decisions and encourages further engagement.

After making a decision, people tend to focus on the positive aspects of their choice and downplay the negatives. Reinforcing user decisions post-purchase can reduce buyer’s remorse and increase loyalty.

Mental discomfort arises when beliefs or behaviors conflict. Users may feel uneasy after making a purchase, so providing reassurance (e.g., reviews, guarantees) helps align their beliefs with their actions.

People prefer information that is easy to process and understand. Simplifying design, language, and navigation reduces mental effort, making users more likely to engage and convert.

Mental effort required to complete a task can deter users. Minimizing steps, simplifying forms, and reducing distractions help create a smoother, more enjoyable user experience.

Once people commit to something, they strive to remain consistent with that decision. Encouraging small commitments (e.g., signing up) can lead to larger ones (e.g., purchasing) over time.

Differences between options are exaggerated when presented side by side. Highlighting premium features or pricing can make standard options seem more appealing by comparison.

Experts often assume others have the same level of understanding, leading to overly complex explanations. Simplifying language and avoiding jargon ensures messages resonate with a broader audience.

Introducing a less attractive option can make another option seem more appealing. This tactic steers users toward a target choice by creating a clear contrast in value or features.

People tend to stick with pre-selected options, as they perceive them as recommended or standard. Setting beneficial defaults (e.g., opt-ins) can guide user behavior without requiring active decisions.

People value items more once they own them. Offering free trials, samples, or previews creates a sense of ownership, increasing the likelihood of conversion or purchase.