Persuasion & Experience Design Tactics

“Money kills motivation in a social setting” You want to motivate your customer to buy. Does it help to give a monetary reward? Of course,

“One option is not really an option” Customers click and buy more when there's a link accompanying your big 'buy now' button (CTA). I personally

“We are more likely to perform an action when we belief the recommended action leads to the desired outcome" Response efficacy concerns our belief that

“We strongly prefer to avoid losses over acquiring gains.” Imagine you loose $100 and I happen to be the lucky guy finding it. Loss aversion

"We assign money to ‘mental categories’, and we spend money according to these categories." We find it too difficult to think about every possible alternative

“We tend to forget things when we’re out of context.” Do you recognize the following situation? You enter your basement, but instantly forget why you

“If we figured it out ourselves, we like it better” The self-generation affect effect (or the 'not invented here - bias' as people like Dan

"We show a preference for rewards that arrive sooner rather than later" When we consider a choice between two rewards, we tend to prefer the

“We decide differently depending on our emotional state” The way we feel influences our decisions and their outcomes. When we are happy - for example

"We can't resist looking at faces" When we (subconsciously) notice faces in our surroundings, we tend to first scan those faces (as shown in the

"We pay attention to things that touch us" The Attentional Bias is our tendency to pay more attention to emotionally dominant stimuli, and to neglect

"We will fight threats, but only if we're told how to defeat them" A fear appeal is a persuasive message that scares someone with the