Julian lechnerandClaude Opus 5.5
4c93437e59
Keep the decision steps in SKILL.md and move catalogs, examples, and checklists verbatim to references/ to reduce the context cost of loading the skill. Co-Authored-By: Claude Opus 5.5 <noreply@anthropic.com>
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Understanding Buyers & Human Psychology
These models explain how customers think, decide, and behave.
Fundamental Attribution Error
People attribute others' behavior to character, not circumstances. "They didn't buy because they're not serious" vs. "The checkout was confusing."
Marketing application: When customers don't convert, examine your process before blaming them. The problem is usually situational, not personal.
Mere Exposure Effect
People prefer things they've seen before. Familiarity breeds liking.
Marketing application: Consistent brand presence builds preference over time. Repetition across channels creates comfort and trust.
Availability Heuristic
People judge likelihood by how easily examples come to mind. Recent or vivid events seem more common.
Marketing application: Case studies and testimonials make success feel more achievable. Make positive outcomes easy to imagine.
Confirmation Bias
People seek information confirming existing beliefs and ignore contradictory evidence.
Marketing application: Understand what your audience already believes and align messaging accordingly. Fighting beliefs head-on rarely works.
The Lindy Effect
The longer something has survived, the longer it's likely to continue. Old ideas often outlast new ones.
Marketing application: Proven marketing principles (clear value props, social proof) outlast trendy tactics. Don't abandon fundamentals for fads.
Mimetic Desire
People want things because others want them. Desire is socially contagious.
Marketing application: Show that desirable people want your product. Waitlists, exclusivity, and social proof trigger mimetic desire.
Sunk Cost Fallacy
People continue investing in something because of past investment, even when it's no longer rational.
Marketing application: Know when to kill underperforming campaigns. Past spend shouldn't justify future spend if results aren't there.
Endowment Effect
People value things more once they own them.
Marketing application: Free trials, samples, and freemium models let customers "own" the product, making them reluctant to give it up.
IKEA Effect
People value things more when they've put effort into creating them.
Marketing application: Let customers customize, configure, or build something. Their investment increases perceived value and commitment.
Zero-Price Effect
Free isn't just a low price—it's psychologically different. "Free" triggers irrational preference.
Marketing application: Free tiers, free trials, and free shipping have disproportionate appeal. The jump from $1 to $0 is bigger than $2 to $1.
Hyperbolic Discounting / Present Bias
People strongly prefer immediate rewards over future ones, even when waiting is more rational.
Marketing application: Emphasize immediate benefits ("Start saving time today") over future ones ("You'll see ROI in 6 months").
Status-Quo Bias
People prefer the current state of affairs. Change requires effort and feels risky.
Marketing application: Reduce friction to switch. Make the transition feel safe and easy. "Import your data in one click."
Default Effect
People tend to accept pre-selected options. Defaults are powerful.
Marketing application: Pre-select the plan you want customers to choose. Opt-out beats opt-in for subscriptions (ethically applied).
Paradox of Choice
Too many options overwhelm and paralyze. Fewer choices often lead to more decisions.
Marketing application: Limit options. Three pricing tiers beat seven. Recommend a single "best for most" option.
Goal-Gradient Effect
People accelerate effort as they approach a goal. Progress visualization motivates action.
Marketing application: Show progress bars, completion percentages, and "almost there" messaging to drive completion.
Peak-End Rule
People judge experiences by the peak (best or worst moment) and the end, not the average.
Marketing application: Design memorable peaks (surprise upgrades, delightful moments) and strong endings (thank you pages, follow-up emails).
Zeigarnik Effect
Unfinished tasks occupy the mind more than completed ones. Open loops create tension.
Marketing application: "You're 80% done" creates pull to finish. Incomplete profiles, abandoned carts, and cliffhangers leverage this.
Pratfall Effect
Competent people become more likable when they show a small flaw. Perfection is less relatable.
Marketing application: Admitting a weakness ("We're not the cheapest, but...") can increase trust and differentiation.
Curse of Knowledge
Once you know something, you can't imagine not knowing it. Experts struggle to explain simply.
Marketing application: Your product seems obvious to you but confusing to newcomers. Test copy with people unfamiliar with your space.
Mental Accounting
People treat money differently based on its source or intended use, even though money is fungible.
Marketing application: Frame costs in favorable mental accounts. "$3/day" feels different than "$90/month" even though it's the same.
Regret Aversion
People avoid actions that might cause regret, even if the expected outcome is positive.
Marketing application: Address regret directly. Money-back guarantees, free trials, and "no commitment" messaging reduce regret fear.
Bandwagon Effect / Social Proof
People follow what others are doing. Popularity signals quality and safety.
Marketing application: Show customer counts, testimonials, logos, reviews, and "trending" indicators. Numbers create confidence.