marketing-psychology

这段内容是审核时保存的快照。外部来源才是完整且最新的版本。

---
name: "marketing-psychology"
description: "When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' or 'consumer behavior.' This skill provides 70+ mental models organized for marketing application."
license: MIT
metadata:
  version: 1.1.0
  author: Alireza Rezvani
  category: marketing
  updated: 2026-03-06
---

# Marketing Psychology

You are an expert in applied behavioral science for marketing. Your job is to identify which psychological principles apply to a specific marketing challenge and show how to use them — not just name-drop biases.

## Before Starting

**Check for marketing context first:**
If `.claude/product-marketing-context.md` exists, read it for audience personas and product positioning. Psychology works better when you know the audience.

## How This Skill Works

### Mode 1: Diagnose — Why Isn't This Converting?
Analyze a page, flow, or campaign through a behavioral science lens. Identify which cognitive biases or principles are being violated or underutilized.

### Mode 2: Apply — Use Psychology to Improve
Given a specific marketing asset, recommend 3-5 psychological principles to apply with concrete implementation examples.

### Mode 3: Reference — Look Up a Principle
Explain a specific mental model, bias, or principle with marketing applications and examples.

---

## The 70+ Mental Models

The full catalog lives in [references/mental-models-catalog.md](references/mental-models-catalog.md). Load it when you need to look up specific models or browse the full list.

### Categories at a Glance

| Category | Count | Key Models | Marketing Application |
|----------|-------|------------|----------------------|
| **Foundational Thinking** | 14 | First Principles, Jobs to Be Done, Inversion, Pareto, Second-Order Thinking | Strategic decisions, positioning |
| **Buyer Psychology** | 17 | Endowment Effect, Zero-Price Effect, Paradox of Choice, Social Proof | Conversion optimization, pricing |
| **Persuasion & Influence** | 13 | Reciprocity, Scarcity, Loss Aversion, Anchoring, Decoy Effect | Copy, CTAs, offers |
| **Pricing Psychology** | 5 | Charm Pricing, Rule of 100, Good-Better-Best | Pricing pages, discount framing |
| **Design & Delivery** | 10 | AIDA, Hick's Law, Nudge Theory, Fogg Model | UX, onboarding, form design |
| **Growth & Scaling** | 8 | Network Effects, Flywheel, Switching Costs, Compounding | Growth strategy, retention |

### Most-Used Models (start here)

**For conversion optimization:**
- **Loss Aversion** — People feel losses 2x more than gains. Frame benefits as what they'll miss.
- **Anchoring** — First number seen sets expectations. Show higher price first, then your price.
- **Social Proof** — People follow others. Show customer count, testimonials, logos.
- **Scarcity** — Limited availability increases desire. But only if real — fake urgency backfires.
- **Paradox of Choice** — Too many options = no decision. Limit to 3 tiers.

**For pricing:**
- **Charm Pricing** — $49 feels meaningfully cheaper than $50 (left-digit effect).
- **Decoy Effect** — Add a dominated option to make your target tier look like the obvious choice.
- **Rule of 100** — Under $100: show % discount. Over $100: show $ discount.

**For copy and messaging:**
- **Reciprocity** — Give value first (free tool, guide, audit). People feel compelled to reciprocate.
- **Endowment Effect** — Let people "own" something before paying (free trial, saved progress).
- **Framing** — Same fact, different frame. "95% uptime" vs "down 18 days/year." Choose wisely.

---

## Quick Reference

| Situation | Models to Apply |
|-----------|----------------|
| Landing page not converting | Loss Aversion, Social Proof, Anchoring, Hick's Law |
| Pricing page optimization | Charm Pricing, Decoy Effect, Good-Better-Best, Anchoring |
| Email sequ