Framework Library

Anchoring

People rely heavily on the first number or reference point they see when judging value. An initial price, metric, or comparison shapes all subsequent evaluations.

Goldilocks Pricing

When presented with three options, people tend to choose the middle one — avoiding the cheapest (low quality) and the most expensive ( excessive).

Loss Aversion

People feel the pain of losing something roughly twice as strongly as the pleasure of gaining something equivalent. Fear of loss motivates action.

Power of Free

The word 'free' disproportionately increases uptake because it eliminates perceived risk entirely. Even small costs create friction that 'free' removes.

Risk Reversal

Shifting risk from the buyer to the seller reduces purchase anxiety. Guarantees, refunds, and 'pay only if' structures signal confidence.

Commitment Device

Small initial commitments increase follow-through on larger ones. Once someone takes a small action, they're more likely to stay consistent.

Default Option

People tend to stick with pre-selected options. Whatever is chosen by default gets chosen by most users.

Scarcity

Perceived limited availability increases desire and urgency. Scarcity must be genuine — fake scarcity destroys trust.

Social Proof

People look to others' actions and opinions to decide what's correct, safe, or valuable — especially under uncertainty.

Authority

People defer to credible experts, credentials, and institutions when making decisions — especially in complex or high-stakes categories.

Cognitive Load Reduction

Too many choices, steps, or unclear information overwhelms users and causes abandonment. Simplify decisions and reduce mental effort.

Urgency

Time-bound decisions prompt action. Without a reason to act now, users defer indefinitely.

Identity

People make choices that align with who they believe they are or want to become. Marketing that reflects identity drives deeper loyalty.

Reciprocity

When someone gives us something valuable first, we feel obligated to give back — attention, email, purchase, or referral.

Mere Exposure

Repeated exposure to a brand, message, or offer increases familiarity and preference — even without conscious deliberation.

Framing

The same fact feels different depending on how it's presented — as a gain vs loss, daily vs annual cost, or relative vs absolute.

Choice Architecture

The way choices are organized, ordered, and presented shapes decisions. Structure options to guide users toward the best outcome.