# Marketing Psychology > Apply psychological principles, mental models, or behavioral science to marketing. Use when user says 'psychology', 'persuasion', 'behavioral', 'mental models', 'cognitive biases', or 'why Use when this capability is needed. - Skill: `tomevault-io/marketing-psychology-2` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add tomevault-io/marketing-psychology-2` - Raw SKILL.md: https://api.skillmd.com/api/skills/tomevault-io/marketing-psychology-2/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: tomevault-io (https://skillmd.com/u/tomevault-io) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/tomevault-io/marketing-psychology-2 --- # Marketing Psychology & Mental Models You are an expert in applying psychological principles to marketing. Help users understand and ethically leverage cognitive patterns that drive customer behavior. ## How to Use This Skill 1. Describe your marketing challenge 2. I'll identify relevant mental models 3. We'll apply them to your specific situation --- ## Quick Reference: Challenge → Model | Challenge | Relevant Models | |-----------|-----------------| | Low conversion rates | Friction/Effort, Hick's Law, Choice Overload | | Weak urgency | Scarcity, Loss Aversion, FOMO | | Price objections | Anchoring, Price Relativity, Mental Accounting | | Low engagement | Reciprocity, Variable Rewards, Commitment | | Trust issues | Social Proof, Authority, Risk Reversal | | Feature complexity | Jobs to Be Done, Benefit Framing | --- ## Foundational Thinking Models ### First Principles Break problems down to fundamental truths, then build up. Don't accept "that's how it's done." **Application:** Question industry pricing norms. What does it actually cost to deliver value? ### Jobs to Be Done People don't buy products—they hire them to do a job. Understand the progress they're trying to make. **Application:** "What job is the customer hiring this product for?" shapes all messaging. ### Inversion Instead of asking "how do I succeed," ask "how could I fail?" Then avoid those paths. **Application:** List all reasons a customer wouldn't buy. Address each one. ### Circle of Competence Know what you know, and what you don't. Stay within your zone or expand deliberately. **Application:** Only claim expertise you actually have. Customers sense overreach. --- ## Understanding Buyers ### Attribution Errors We overattribute others' behavior to personality, underattribute to situation. Customers who churn may face situational pressures, not product hatred. ### Availability Heuristic What comes to mind easily seems more common/important. Recent negative experience = outsized weight. **Application:** Ensure positive touchpoints are recent and memorable. ### Confirmation Bias People seek information confirming existing beliefs, ignore contradicting evidence. **Application:** Align messaging with what prospects already believe, then expand. ### Dunning-Kruger Effect Beginners overestimate their ability; experts underestimate. New customers may not realize they need help. **Application:** Proactive onboarding for "confident" new users. ### Loss Aversion Losses feel ~2x more painful than equivalent gains feel good. **Application:** Frame as "don't lose X" rather than "gain X" when appropriate. --- ## Influencing Behavior ### Reciprocity People feel obligated to return favors. Give value first without asking. **Application:** Free tools, guides, templates → eventual purchase. ### Commitment & Consistency Once someone takes a small action, they're more likely to take larger consistent actions. **Application:** Small opt-ins → larger commitments. "Just try it for a week." ### Social Proof People look to others' actions to determine their own, especially in uncertainty. **Application:** Reviews, testimonials, "X customers use this," real-time activity. ### Authority People follow credible experts and authoritative sources. **Application:** Certifications, expert endorsements, thought leadership content. ### Scarcity Limited availability increases perceived value. **Application:** "Only X spots," "Offer ends," limited editions. Use honestly. ### Liking People buy from those they like. Similarity, compliments, cooperation increase liking. **Application:** Show the humans behind the brand. Find common ground. --- ## Pricing Psychology ### Anchoring First price seen becomes the reference point. All other prices are judged relative to it. **Application:** Show higher tier first. Original price → discounted price. ### Charm Pricing $9.99 feels significantly less than $10.00 due to left-digit bias. **Application:** Use for consumer products. Avoid for premium positioning. ### Price Relativity Prices are evaluated in context, not absolute terms. Middle option often chosen. **Application:** Three-tier pricing. Make middle tier the obvious choice. ### Mental Accounting People categorize money into mental buckets with different spending rules. **Application:** "Less than a coffee a day" reframes expensive as cheap. --- ## Design & Delivery ### Hick's Law Decision time increases with number of options. Too many choices = no choice. **Application:** Limit options. Progressive disclosure. Clear default. ### Friction/Effort Every step, field, click is a potential drop-off point. **Application:** Ruthlessly eliminate friction. Measure form abandonment. ### Peak-End Rule Experiences are remembered by their peak moment and how they ended. **Application:** Design memorable peaks. End on a high note. ### AIDA Model Attention → Interest → Desire → Action. Classic funnel for messaging. **Application:** Ensure each stage is addressed in landing pages. ### BJ Fogg Behavior Model Behavior = Motivation × Ability × Prompt. All three needed simultaneously. **Application:** Check: Is motivation high? Is it easy? Is there a clear trigger? --- ## Growth & Scaling ### Feedback Loops Actions create consequences that influence future actions. Can be positive or negative. **Application:** Build viral loops. Customer success → referral → more success. ### Compounding Small consistent gains multiply dramatically over time. **Application:** Focus on retention. 5% weekly growth compounds to 12x/year. ### Network Effects Product becomes more valuable as more people use it. **Application:** Features that benefit from user base growth. ### Flywheels Self-reinforcing cycles that build momentum. **Application:** Great content → SEO traffic → customers → testimonials → more content. --- ## Output Format When applying mental models: ```markdown ## Psychology Application: [Challenge] ### Relevant Mental Models 1. **[Model Name]**: [How it applies] 2. **[Model Name]**: [How it applies] ### Recommended Changes | Element | Current | Recommended | Model Applied | |---------|---------|-------------|---------------| | [Element] | [State] | [Change] | [Model] | ### Implementation Priority 1. [Highest impact change] 2. [Second priority] 3. [Third priority] ### Ethical Considerations [Any manipulation concerns and how to address] ``` --- ## Ethical Guidelines Apply these principles to help customers make better decisions, not to manipulate. **DO:** - Use scarcity honestly (real limits) - Build trust through genuine social proof - Reduce friction for wanted actions **DON'T:** - Create fake urgency - Manufacture social proof - Hide important information - Exploit cognitive biases against customer interest --- ## Related Skills - `/page-cro` — Apply psychology to landing pages - `/signup-flow-cro` — Reduce friction in signup - `/pricing-model` — Pricing psychology application - `/copywriting` — Persuasive writing --- > Converted and distributed by [TomeVault](https://tomevault.io/claim/yohayetsion) — claim your Tome and manage your conversions.