The Reciprocity Principle describes the human tendency to be more likely to want to give something back after something is received, whether that be a

Recency Effect is a cognitive bias which explains the way in which we always remember first the most recent pieces of information we’ve taken in.

The Psychology of Consumption is an important concept that looks at not only selling a product or service but how the after-purchase consumption rate is

Psychological reactance is a cognitive bias that was initially studied by Brehm in 1966 that describes the extreme reactions human beings experience when we feel

Processing efficacy is based on the idea that objects differ in the fluency with which they can be processed. Our judgement of something can be

Picture Superiority Effect relates to the fact that the human brain learns and retains information much better when it comes in the form of images

The principle of Physical Attractiveness explores the way in which we react to models used in advertising (whether that be online, on TV, in magazines,

Perceived Value Pricing explains the fact that our perceptions of a price and its value aren’t necessarily determined by actual market price or financial worth

In their research paper “Divide and Prosper: Consumers’ Reactions to Partitioned Prices”, Morwitz, Greenleaf, & Johnson (1998) explore the effect that splitting a total price

The Paradox of Choice principle is explored by the American psychologist Barry Schwartz in his book The Paradox of Choice – Why more is less