Marketing psychology Roadmap
Understand behavior, persuasio, and decision-making to drive action.
4-6 months
Intermediate
60 frameworks
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Step 01
Behavioral psychology
12
Bj fogg behavior ModelUnderstand behavior as the product of motivation, ability, and prompt.
Framework details
Understand behavior as the product of motivation, ability, and prompt.
Key takeaways
- Understand the core concepts of Bj fogg behavior Model.
- Apply Bj fogg behavior Model to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Feeds from
Product design framework
Behavioral models provide the psychological foundation for effective product designBehavioral design framework
business behavior methodology applied to Fogg Model implementationUser experience framework
business UX methodology applied to behavior model designCustomer psychology framework
business psychology methodology applied to motivation, ability, prompt designProcess design framework
business process methodology applied to behavior change implementationHook Model (Nir Eyal)Build habit-forming products with the trigger-action-reward-investment cycle.
Framework details
Build habit-forming products with the trigger-action-reward-investment cycle.
Key takeaways
- Understand the core concepts of Hook Model (Nir Eyal).
- Apply Hook Model (Nir Eyal) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
BJ Fogg behavior model
Feeds from
Product engagement framework
business engagement methodology applied to hook model designCustomer retention framework
business retention methodology applied to habit formationUser experience framework
business UX methodology applied to hook cycle optimizationPlatform strategy framework
business platform methodology applied to habit-forming product designHabit stacking (james clear)Anchor new habits to existing ones for better adoption.
Framework details
Anchor new habits to existing ones for better adoption.
Key takeaways
- Understand the core concepts of Habit stacking (james clear).
- Apply Habit stacking (james clear) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Hook model (Nir Eyal)
Feeds from
Behavioral change framework
business change methodology applied to habit stacking implementationProcess integration framework
business integration methodology applied to habit anchoringUser onboarding framework
business onboarding methodology applied to habit stacking designSystem integration framework
business system methodology applied to habit chain creationNudge Theory (thaler & sunstein)Influence behavior through choice architecture without restricting options.
Framework details
Influence behavior through choice architecture without restricting options.
Key takeaways
- Understand the core concepts of Nudge Theory (thaler & sunstein).
- Apply Nudge Theory (thaler & sunstein) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Habit stacking (James Clear)
Feeds from
Choice architecture framework
business choice methodology applied to nudge implementationBehavioral economics framework
business economics methodology applied to nudge designUser interface framework
business UI methodology applied to nudge choice architectureDecision support framework
business decision methodology applied to nudge strategyRelated frameworks
Com-b ModelAnalyze behavior change through capability, opportunity, and motivation.
Framework details
Analyze behavior change through capability, opportunity, and motivation.
Key takeaways
- Understand the core concepts of Com-b Model.
- Apply Com-b Model to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Nudge theory (Thaler & Sunstein)
Feeds from
Capability framework
business capability methodology applied to COM-B capability componentOpportunity framework
business opportunity methodology applied to COM-B opportunity designMotivation framework
business motivation methodology applied to COM-B motivation componentSystematic change framework
business change methodology applied to COM-B implementationRelated frameworks
Transtheoretical Model (stages of change)Map readiness for change from precontemplation to maintenance.
Framework details
Map readiness for change from precontemplation to maintenance.
Key takeaways
- Understand the core concepts of Transtheoretical Model (stages of change).
- Apply Transtheoretical Model (stages of change) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
COM-B model
Feeds from
Change management framework
business change methodology applied to stages of change modelCustomer journey framework
business journey methodology applied to change readiness stagesReadiness assessment framework
business assessment methodology applied to change stage identificationProgressive engagement framework
business engagement methodology applied to stage-based interventionsRelated frameworks
Tiny habits method (bj fogg)Scale behavior change by starting with small, easy actions.
Framework details
Scale behavior change by starting with small, easy actions.
Key takeaways
- Understand the core concepts of Tiny habits method (bj fogg).
- Apply Tiny habits method (bj fogg) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Transtheoretical model (stages of change)
Feeds from
Minimum viable framework
business MVP methodology applied to tiny habits implementationBehavior scaling framework
business scaling methodology applied to habit expansionSuccess reinforcement framework
business reinforcement methodology applied to celebration designIncremental improvement framework
business improvement methodology applied to tiny habits progressionRelated frameworks
Behavioral design FrameworkMap context to behavior and outcomes systematically.
Framework details
Map context to behavior and outcomes systematically.
Key takeaways
- Understand the core concepts of Behavioral design Framework.
- Apply Behavioral design Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Tiny habits method (BJ Fogg)
Feeds from
Design thinking framework
business design methodology applied to behavioral design processSystems design framework
business systems methodology applied to behavior-context mappingUser experience framework
business UX methodology applied to behavioral designOutcome-based design framework
business outcome methodology applied to behavior designRelated frameworks
Operant conditioning (skinner)Modify behavior using reinforcement and punishment.
Framework details
Modify behavior using reinforcement and punishment.
Key takeaways
- Understand the core concepts of Operant conditioning (skinner).
- Apply Operant conditioning (skinner) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Behavioral design framework
Feeds from
Reward system framework
business reward methodology applied to operant conditioningPerformance management framework
business performance methodology applied to reinforcement schedulesGamification framework
business gamification methodology applied to conditioning principlesBehavior modification framework
business modification methodology applied to operant principlesRelated frameworks
Implementation intentionsBridge the intention-action gap with "if-then" planning.
Framework details
Bridge the intention-action gap with "if-then" planning.
Key takeaways
- Understand the core concepts of Implementation intentions.
- Apply Implementation intentions to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Operant conditioning (Skinner)
Feeds from
Goal setting framework
business goal methodology applied to implementation intentionsAction planning framework
business planning methodology applied to if-then planningIntention-action framework
business intention methodology applied to execution planningProcess trigger framework
business trigger methodology applied to implementation intentionsRelated frameworks
Friction analysisIdentify and remove barriers to desired behaviors.
Framework details
Identify and remove barriers to desired behaviors.
Key takeaways
- Understand the core concepts of Friction analysis.
- Apply Friction analysis to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Implementation intentions
Feeds from
User experience framework
business UX methodology applied to friction identificationProcess optimization framework
business optimization methodology applied to friction reductionConversion optimization framework
business conversion methodology applied to friction analysisBarrier removal framework
business barrier methodology applied to friction eliminationRelated frameworks
Trigger design FrameworkDesign effective internal and external prompts for action.
Framework details
Design effective internal and external prompts for action.
Key takeaways
- Understand the core concepts of Trigger design Framework.
- Apply Trigger design Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Friction analysis
Feeds from
Behavioral trigger framework
business trigger methodology applied to trigger designEngagement design framework
business engagement methodology applied to trigger optimizationAutomation framework
business automation methodology applied to trigger system designCustomer activation framework
business activation methodology applied to trigger implementationRelated frameworks
Step 02
Persuasion & influence
13
Cialdini’s 7 principles of influenceMaster the foundations: reciprocity, commitment, social proof, authority, liking, scarcity, and unity.
Framework details
Master the foundations: reciprocity, commitment, social proof, authority, liking, scarcity, and unity.
Key takeaways
- Understand the core concepts of Cialdini’s 7 principles of influence.
- Apply Cialdini’s 7 principles of influence to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Trigger design framework
Related frameworks
Elaboration likelihood Model (elm)Design messages for both logical (central) and emotional (peripheral) processing.
Framework details
Design messages for both logical (central) and emotional (peripheral) processing.
Key takeaways
- Understand the core concepts of Elaboration likelihood Model (elm).
- Apply Elaboration likelihood Model (elm) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Cialdini’s 7 principles of influence
Feeds from
Message strategy framework
business messaging methodology applied to ELM route selectionCustomer segmentation framework
business segmentation methodology applied to central/peripheral routingCommunication design framework
business communication methodology applied to elaboration likelihoodAudience analysis framework
business audience methodology applied to processing route determinationSocial proof TheoryValidate decisions using expert, celebrity, user, and crowd examples.
Framework details
Validate decisions using expert, celebrity, user, and crowd examples.
Key takeaways
- Understand the core concepts of Social proof Theory.
- Apply Social proof Theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Elaboration likelihood model (ELM)
Feeds from
Social validation framework
business validation methodology applied to social proof implementationCustomer testimonial framework
business testimonial methodology applied to social proof designCommunity strategy framework
business community methodology applied to social proof creationCredibility framework
business credibility methodology applied to social proof typesAuthority principleBuild credibility through expertise and credentials.
Framework details
Build credibility through expertise and credentials.
Key takeaways
- Understand the core concepts of Authority principle.
- Apply Authority principle to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Social proof theory
Feeds from
Expertise framework
business expertise methodology applied to authority buildingCredibility framework
business credibility methodology applied to authority establishmentThought leadership framework
business thought leadership methodology applied to authority positioningBrand authority framework
business brand methodology applied to authority principleScarcity & urgency FrameworkCreate demand through limited time, quantity, or exclusivity.
Framework details
Create demand through limited time, quantity, or exclusivity.
Key takeaways
- Understand the core concepts of Scarcity & urgency Framework.
- Apply Scarcity & urgency Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Authority principle
Feeds from
Demand creation framework
business demand methodology applied to scarcity implementationPricing psychology framework
business pricing methodology applied to scarcity tacticsInventory management framework
business inventory methodology applied to scarcity designTime-sensitive offers framework
business offer methodology applied to urgency creationReciprocity FrameworkLeverage the power of obligation by giving before asking.
Framework details
Leverage the power of obligation by giving before asking.
Key takeaways
- Understand the core concepts of Reciprocity Framework.
- Apply Reciprocity Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Scarcity & urgency framework
Feeds from
Value exchange framework
business value methodology applied to reciprocity implementationCustomer relationship framework
business relationship methodology applied to reciprocity buildingGift strategy framework
business gift methodology applied to reciprocity triggeringTrust building framework
business trust methodology applied to reciprocity principleCommitment & consistency principleEncourage small initial commitments to drive larger actions later.
Framework details
Encourage small initial commitments to drive larger actions later.
Key takeaways
- Understand the core concepts of Commitment & consistency principle.
- Apply Commitment & consistency principle to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Reciprocity framework
Feeds from
Customer commitment framework
business commitment methodology applied to consistency leverageBehavioral commitment framework
business behavior methodology applied to commitment escalationGoal setting framework
business goal methodology applied to commitment creationPublic commitment framework
business commitment methodology applied to consistency principleLiking & similarity principleBuild affinity through similarity, compliments, and cooperation.
Framework details
Build affinity through similarity, compliments, and cooperation.
Key takeaways
- Understand the core concepts of Liking & similarity principle.
- Apply Liking & similarity principle to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Commitment & consistency principle
Feeds from
Brand affinity framework
business affinity methodology applied to liking principleCustomer similarity framework
business similarity methodology applied to liking creationPersonalization framework
business personalization methodology applied to similarity buildingRelationship building framework
business relationship methodology applied to liking principleMere exposure effectBuild preference simply through repeated exposure.
Framework details
Build preference simply through repeated exposure.
Key takeaways
- Understand the core concepts of Mere exposure effect.
- Apply Mere exposure effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Liking & similarity principle
Feeds from
Brand awareness framework
business awareness methodology applied to exposure effectFrequency strategy framework
business frequency methodology applied to mere exposureRetargeting strategy framework
business retargeting methodology applied to exposure optimizationFamiliarity building framework
business familiarity methodology applied to exposure effectAnchoring & adjustmentSet reference points to influence value perception.
Framework details
Set reference points to influence value perception.
Key takeaways
- Understand the core concepts of Anchoring & adjustment.
- Apply Anchoring & adjustment to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Mere exposure effect
Feeds from
Pricing strategy framework
business pricing methodology applied to anchoring implementationNegotiation framework
business negotiation methodology applied to anchoring tacticsReference point framework
business reference methodology applied to anchor settingValue perception framework
business value methodology applied to anchoring strategyFraming effectInfluence decisions by presenting options as gains or losses.
Framework details
Influence decisions by presenting options as gains or losses.
Key takeaways
- Understand the core concepts of Framing effect.
- Apply Framing effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Anchoring & adjustment
Feeds from
Message framing framework
business messaging methodology applied to framing implementationValue communication framework
business communication methodology applied to framing strategyLoss vs gain framework
business framing methodology applied to prospect theoryPerception management framework
business perception methodology applied to framing effectRhetorical devices FrameworkEnhance persuasion with metaphor, repetition, and the rule of three.
Framework details
Enhance persuasion with metaphor, repetition, and the rule of three.
Key takeaways
- Understand the core concepts of Rhetorical devices Framework.
- Apply Rhetorical devices Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Framing effect
Feeds from
Communication framework
business communication methodology applied to rhetorical devicesBrand voice framework
business voice methodology applied to rhetorical structurePersuasive writing framework
business writing methodology applied to rhetorical devicesLanguage strategy framework
business language methodology applied to rhetorical implementationStorytelling persuasion FrameworkDrive influence through narrative arcs and transformation.
Framework details
Drive influence through narrative arcs and transformation.
Key takeaways
- Understand the core concepts of Storytelling persuasion Framework.
- Apply Storytelling persuasion Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Rhetorical devices framework
Feeds from
Brand story framework
business storytelling methodology applied to persuasion narrativeCustomer story framework
business story methodology applied to narrative influenceTransformation story framework
business transformation methodology applied to storytelling persuasionNarrative strategy framework
business narrative methodology applied to story persuasionStep 03
Decision-making psychology
15
Dual process Theory (kahneman)Understand the interplay between fast, intuitive (System 1) and slow, deliberate (System 2) thinking.
Framework details
Understand the interplay between fast, intuitive (System 1) and slow, deliberate (System 2) thinking.
Key takeaways
- Understand the core concepts of Dual process Theory (kahneman).
- Apply Dual process Theory (kahneman) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Storytelling persuasion framework
Feeds from
Decision architecture framework
business decision methodology applied to dual process understandingCustomer research framework
business research methodology applied to System 1/2 analysisUser experience framework
business UX methodology applied to fast/slow thinking designCommunication strategy framework
business communication methodology applied to dual process targetingRelated frameworks
Cognitive biases FrameworkNavigate the mental shortcuts that influence decisions.
Framework details
Navigate the mental shortcuts that influence decisions.
Key takeaways
- Understand the core concepts of Cognitive biases Framework.
- Apply Cognitive biases Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Dual process theory (Kahneman)
Feeds from
Decision support framework
business decision methodology applied to bias awarenessCustomer psychology framework
business psychology methodology applied to cognitive bias understandingRisk management framework
business risk methodology applied to bias mitigationResearch framework
business research methodology applied to bias correctionRelated frameworks
Heuristics FrameworkUnderstand key shortcuts like availability and representativeness.
Framework details
Understand key shortcuts like availability and representativeness.
Key takeaways
- Understand the core concepts of Heuristics Framework.
- Apply Heuristics Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Cognitive biases framework
Feeds from
Decision making framework
business decision methodology applied to heuristic understandingCustomer behavior framework
business behavior methodology applied to heuristic identificationSimplification framework
business simplification methodology applied to heuristic designMental shortcut framework
business shortcut methodology applied to heuristic optimizationChoice architectureDesign decision environments using defaults and ordering.
Framework details
Design decision environments using defaults and ordering.
Key takeaways
- Understand the core concepts of Choice architecture.
- Apply Choice architecture to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Heuristics framework
Feeds from
User interface framework
business UI methodology applied to choice architecture designDecision environment framework
business environment methodology applied to choice designOption design framework
business option methodology applied to choice architectureDefault setting framework
business default methodology applied to choice architectureParadox of choiceReduce decision paralysis by optimizing the number of options.
Framework details
Reduce decision paralysis by optimizing the number of options.
Key takeaways
- Understand the core concepts of Paradox of choice.
- Apply Paradox of choice to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Choice architecture
Feeds from
Option optimization framework
business optimization methodology applied to choice set designDecision paralysis framework
business decision methodology applied to choice reductionProduct portfolio framework
business portfolio methodology applied to choice simplificationUser experience framework
business UX methodology applied to choice paradox solutionsDecision fatigue FrameworkTime your asks to account for depleted decision-making capacity.
Framework details
Time your asks to account for depleted decision-making capacity.
Key takeaways
- Understand the core concepts of Decision fatigue Framework.
- Apply Decision fatigue Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Paradox of choice
Feeds from
Customer journey framework
business journey methodology applied to decision timing optimizationCognitive load framework
business cognitive methodology applied to fatigue managementSequence design framework
business sequence methodology applied to decision fatigue preventionEnergy management framework
business energy methodology applied to decision capacityMental accounting (thaler)Leverage how people categorize money in pricing strategies.
Framework details
Leverage how people categorize money in pricing strategies.
Key takeaways
- Understand the core concepts of Mental accounting (thaler).
- Apply Mental accounting (thaler) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Decision fatigue framework
Feeds from
Pricing strategy framework
Pricing strategies must account for how consumers mentally categorize value and costBehavioral economics framework
business economics methodology applied to mental accounting understandingPricing psychology framework
business pricing methodology applied to mental accounting leverageValue perception framework
business value methodology applied to mental accounting optimizationOffer design framework
business offer methodology applied to mental accounting principlesConfirmation bias FrameworkAlign messaging with existing beliefs to avoid resistance.
Framework details
Align messaging with existing beliefs to avoid resistance.
Key takeaways
- Understand the core concepts of Confirmation bias Framework.
- Apply Confirmation bias Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Mental accounting (Thaler)
Feeds from
Availability heuristicDrive perceived likelihood by staying top-of-mind.
Framework details
Drive perceived likelihood by staying top-of-mind.
Key takeaways
- Understand the core concepts of Availability heuristic.
- Apply Availability heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Confirmation bias framework
Feeds from
Brand awareness framework
business awareness methodology applied to availability heuristic leverageTop-of-mind framework
business mindshare methodology applied to availability optimizationMemory framework
business memory methodology applied to availability heuristic designRecall optimization framework
business recall methodology applied to availability enhancementRepresentativeness heuristicPosition your brand using established stereotypes and categories.
Framework details
Position your brand using established stereotypes and categories.
Key takeaways
- Understand the core concepts of Representativeness heuristic.
- Apply Representativeness heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Availability heuristic
Feeds from
Brand positioning framework
business positioning methodology applied to representativeness heuristicCategory framework
business category methodology applied to representativeness leverageStereotype framework
business stereotype methodology applied to representativeness understandingAssociation framework
business association methodology applied to representativeness optimizationAffect heuristicAppeal to emotional responses to drive decision-making.
Framework details
Appeal to emotional responses to drive decision-making.
Key takeaways
- Understand the core concepts of Affect heuristic.
- Apply Affect heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Representativeness heuristic
Feeds from
Emotional design framework
business emotion methodology applied to affect heuristic implementationBrand emotion framework
business emotion methodology applied to affect optimizationCustomer emotion framework
business emotion methodology applied to affect heuristic designEmotional response framework
business response methodology applied to affect heuristic leveragePeak-end ruleOptimize experiences by focusing on the peak moment and the ending.
Framework details
Optimize experiences by focusing on the peak moment and the ending.
Key takeaways
- Understand the core concepts of Peak-end rule.
- Apply Peak-end rule to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Affect heuristic
Feeds from
Customer experience framework
business experience methodology applied to peak-end rule implementationExperience design framework
business design methodology applied to peak-end optimizationJourney optimization framework
business journey methodology applied to peak-end ruleMemory management framework
business memory methodology applied to peak-end designIkea effectIncrease value perception through co-creation and effort.
Framework details
Increase value perception through co-creation and effort.
Key takeaways
- Understand the core concepts of Ikea effect.
- Apply Ikea effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Peak-end rule
Feeds from
Co-creation framework
business co-creation methodology applied to IKEA effect leverageCustomization framework
business customization methodology applied to effort investmentOwnership psychology framework
business ownership methodology applied to IKEA effectEngagement design framework
business engagement methodology applied to effort-value connectionAnalysis paralysis FrameworkSimplify choices to prevent decision gridlock.
Framework details
Simplify choices to prevent decision gridlock.
Key takeaways
- Understand the core concepts of Analysis paralysis Framework.
- Apply Analysis paralysis Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
IKEA effect
Feeds from
Decision simplification framework
business simplification methodology applied to analysis paralysis preventionInformation architecture framework
business information methodology applied to paralysis reductionChoice reduction framework
business choice methodology applied to analysis paralysis solutionsDecision support framework
business support methodology applied to paralysis managementMulti-attribute decision-makingUnderstand how customers weigh multiple criteria.
Framework details
Understand how customers weigh multiple criteria.
Key takeaways
- Understand the core concepts of Multi-attribute decision-making.
- Apply Multi-attribute decision-making to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Analysis paralysis framework
Feeds from
Comparison framework
business comparison methodology applied to multi-attribute decisionsAttribute framework
business attribute methodology applied to decision criteriaEvaluation framework
business evaluation methodology applied to multi-attribute analysisDecision matrix framework
business matrix methodology applied to multi-attribute decisionsStep 04
Consumer psychology
20
Jobs-to-be-done (JTBD)Target functional, emotional, and social motivations.
Framework details
Target functional, emotional, and social motivations.
Key takeaways
- Understand the core concepts of Jobs-to-be-done (JTBD).
- Apply Jobs-to-be-done (JTBD) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Multi-attribute decision-making
Feeds from
Jobs-to-be-Done business model
Psychological JTBD analysis feeds directly into the business model value propositionJobs-to-be-Done framework
business JTBD methodology applied to consumer psychology understandingCustomer research framework
business research methodology applied to job identificationValue proposition framework
business value methodology applied to job fulfillmentCustomer motivation framework
business motivation methodology applied to job analysisRelated frameworks
Loss aversion (prospect Theory)Frame messages to leverage the fear of loss over the hope of gain.
Framework details
Frame messages to leverage the fear of loss over the hope of gain.
Key takeaways
- Understand the core concepts of Loss aversion (prospect Theory).
- Apply Loss aversion (prospect Theory) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Jobs-to-be-done (JTBD)
Feeds from
Behavioral economics framework
business economics methodology applied to loss aversion understandingRisk perception framework
business risk methodology applied to loss aversion managementFraming strategy framework
business framing methodology applied to loss aversion optimizationValue communication framework
business communication methodology applied to loss aversion mitigationRelated frameworks
Endowment effectUtilize ownership psychology with free trials and demos.
Framework details
Utilize ownership psychology with free trials and demos.
Key takeaways
- Understand the core concepts of Endowment effect.
- Apply Endowment effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Loss aversion (prospect theory)
Feeds from
Ownership psychology framework
business ownership methodology applied to endowment effect leverageTrial strategy framework
business trial methodology applied to endowment effect creationCustomer attachment framework
business attachment methodology applied to endowment optimizationValue perception framework
business value methodology applied to endowment effectStatus signaling TheoryPosition premium products as signals of wealth or taste.
Framework details
Position premium products as signals of wealth or taste.
Key takeaways
- Understand the core concepts of Status signaling Theory.
- Apply Status signaling Theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Endowment effect
Feeds from
Brand positioning framework
business positioning methodology applied to status signalingLuxury strategy framework
business luxury methodology applied to status signalingSocial identity framework
business identity methodology applied to status psychologyPremium pricing framework
business pricing methodology applied to status signalingRelated frameworks
Identity-based consumptionEnable customers to express their identity through your brand.
Framework details
Enable customers to express their identity through your brand.
Key takeaways
- Understand the core concepts of Identity-based consumption.
- Apply Identity-based consumption to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Status signaling theory
Feeds from
Brand identity framework
business identity methodology applied to identity-based consumptionCustomer identity framework
business identity methodology applied to consumption psychologyCommunity strategy framework
business community methodology applied to identity consumptionTribal marketing framework
business tribal methodology applied to identity-based purchasingRelated frameworks
Self-determination TheoryTap into intrinsic motivation via autonomy, competence, and relatedness.
Framework details
Tap into intrinsic motivation via autonomy, competence, and relatedness.
Key takeaways
- Understand the core concepts of Self-determination Theory.
- Apply Self-determination Theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Identity-based consumption
Feeds from
Motivation framework
business motivation methodology applied to self-determination theoryAutonomy framework
business autonomy methodology applied to intrinsic motivationCompetence framework
business competence methodology applied to self-determinationRelatedness framework
business relationship methodology applied to self-determination theoryRelated frameworks
Maslow’s hierarchy of needsAlign positioning with physiological to self-actualization needs.
Framework details
Align positioning with physiological to self-actualization needs.
Key takeaways
- Understand the core concepts of Maslow’s hierarchy of needs.
- Apply Maslow’s hierarchy of needs to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Self-determination theory
Related frameworks
Hedonic vs utilitarian valueBalance pleasure-seeking and practical problem-solving appeals.
Framework details
Balance pleasure-seeking and practical problem-solving appeals.
Key takeaways
- Understand the core concepts of Hedonic vs utilitarian value.
- Apply Hedonic vs utilitarian value to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Maslow’s hierarchy of needs
Feeds from
Value framework
business value methodology applied to hedonic/utilitarian distinctionProduct positioning framework
business positioning methodology applied to value typeCustomer motivation framework
business motivation methodology applied to value preferenceBenefit communication framework
business benefit methodology applied to value messagingRelated frameworks
Reference dependenceManage value perception relative to reference points.
Framework details
Manage value perception relative to reference points.
Key takeaways
- Understand the core concepts of Reference dependence.
- Apply Reference dependence to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Hedonic vs utilitarian value
Feeds from
Reference point framework
business reference methodology applied to dependence psychologyComparison strategy framework
business comparison methodology applied to reference dependencePricing reference framework
business pricing methodology applied to reference pointsValue anchor framework
business anchor methodology applied to reference dependenceRelated frameworks
Decoy effectMake target options more attractive with strategic decoys.
Framework details
Make target options more attractive with strategic decoys.
Key takeaways
- Understand the core concepts of Decoy effect.
- Apply Decoy effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Reference dependence
Feeds from
Pricing strategy framework
business pricing methodology applied to decoy effect implementationProduct tier framework
business tier methodology applied to decoy designOption architecture framework
business architecture methodology applied to decoy effectChoice influence framework
business influence methodology applied to decoy strategyRelated frameworks
Price-quality heuristicSignal quality through premium pricing strategies.
Framework details
Signal quality through premium pricing strategies.
Key takeaways
- Understand the core concepts of Price-quality heuristic.
- Apply Price-quality heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Decoy effect
Feeds from
Pricing psychology framework
business pricing methodology applied to price-quality heuristicQuality signaling framework
business signaling methodology applied to price-quality connectionPremium strategy framework
business premium methodology applied to price-quality heuristicValue perception framework
business perception methodology applied to price-quality relationshipRelated frameworks
Sunk cost fallacyEncourage retention by highlighting past investments.
Framework details
Encourage retention by highlighting past investments.
Key takeaways
- Understand the core concepts of Sunk cost fallacy.
- Apply Sunk cost fallacy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Price-quality heuristic
Feeds from
Investment psychology framework
business investment methodology applied to sunk cost understandingCustomer retention framework
business retention methodology applied to sunk cost leverageEscalation framework
business escalation methodology applied to sunk cost psychologyDecision framework
business decision methodology applied to sunk cost awarenessRelated frameworks
Bandwagon effectDrive adoption through trends and social momentum.
Framework details
Drive adoption through trends and social momentum.
Key takeaways
- Understand the core concepts of Bandwagon effect.
- Apply Bandwagon effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Sunk cost fallacy
Feeds from
Social proof framework
business social proof methodology applied to bandwagon effectTrend marketing framework
business trend methodology applied to bandwagon leverageNetwork effects framework
business network methodology applied to bandwagon psychologyAdoption strategy framework
business adoption methodology applied to bandwagon effectRelated frameworks
Veblen effectIncrease demand for luxury goods by raising prices.
Framework details
Increase demand for luxury goods by raising prices.
Key takeaways
- Understand the core concepts of Veblen effect.
- Apply Veblen effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Bandwagon effect
Feeds from
Luxury pricing framework
business luxury methodology applied to Veblen effectUltra-premium strategy framework
business premium methodology applied to Veblen psychologyStatus product framework
business status methodology applied to Veblen effectExclusivity framework
business exclusivity methodology applied to Veblen pricingRelated frameworks
Consumer decision journey (mckinsey)Map the modern path from consideration to bonding.
Framework details
Map the modern path from consideration to bonding.
Key takeaways
- Understand the core concepts of Consumer decision journey (mckinsey).
- Apply Consumer decision journey (mckinsey) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Veblen effect
Feeds from
Customer journey mapping
The psychological decision journey informs the tactical customer journey mapCustomer journey framework
business journey methodology applied to consumer decision journeyPurchase process framework
business purchase methodology applied to decision journeyTouchpoint strategy framework
business touchpoint methodology applied to decision journeyExperience design framework
business experience methodology applied to consumer journeyRelated frameworks
Motivation-opportunity-ability (moa) FrameworkEnsure all three factors are present for consumer action.
Framework details
Ensure all three factors are present for consumer action.
Key takeaways
- Understand the core concepts of Motivation-opportunity-ability (moa) Framework.
- Apply Motivation-opportunity-ability (moa) Framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Consumer decision journey (McKinsey)
Related frameworks
Needs-based segmentationGroup markets by underlying needs rather than demographics.
Framework details
Group markets by underlying needs rather than demographics.
Key takeaways
- Understand the core concepts of Needs-based segmentation.
- Apply Needs-based segmentation to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
MOA framework
Feeds from
Customer segmentation framework
business segmentation methodology applied to needs-based approachMarket segmentation framework
business market methodology applied to needs segmentationCustomer research framework
business research methodology applied to needs identificationValue proposition framework
business value methodology applied to needs-based positioningRelated frameworks
Emotional labor TheoryReduce the effort required in purchasing decisions.
Framework details
Reduce the effort required in purchasing decisions.
Key takeaways
- Understand the core concepts of Emotional labor Theory.
- Apply Emotional labor Theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Needs-based segmentation
Feeds from
Customer experience framework
business experience methodology applied to emotional labor reductionFriction analysis framework
business friction methodology applied to emotional labor identificationPurchase journey framework
business journey methodology applied to emotional labor managementDecision support framework
business support methodology applied to emotional labor reductionRelated frameworks
Brand attachment TheoryBuild loyalty through connection, prominence, and passion.
Framework details
Build loyalty through connection, prominence, and passion.
Key takeaways
- Understand the core concepts of Brand attachment Theory.
- Apply Brand attachment Theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Emotional labor theory
Feeds from
Brand strategy framework
business brand methodology applied to attachment theoryCustomer relationship framework
business relationship methodology applied to brand attachmentEmotional connection framework
business connection methodology applied to brand attachmentBrand loyalty framework
business loyalty methodology applied to attachment psychologyRelated frameworks
Psychological ownershipCreate a sense of "mine" to drive conversion.
Framework details
Create a sense of "mine" to drive conversion.
Key takeaways
- Understand the core concepts of Psychological ownership.
- Apply Psychological ownership to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Brand attachment theory
Feeds from
Ownership psychology framework
business ownership methodology applied to psychological ownershipTrial strategy framework
business trial methodology applied to ownership psychologyDemo strategy framework
business demo methodology applied to psychological ownershipCustomer engagement framework
business engagement methodology applied to ownership feelingsRelated frameworks
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