The Choice Factory - Deepstash

Keep reading for FREE

Pain of payment

Pain of payment

  • The psychologists’ hypothesis was that paying by card dulls the pain of payment.
  • When consumers pay with cash the cost of the good is far more salient, paying by card masks that sensation.
  • It’s one of the reasons why casinos use chips rather than cash. The little plastic discs don’t feel like real money so gamblers become that little bit more frivolous with them.


541 reads



  • You’re hard-wired to notice what’s distinctive.
  • Being distinctive makes brands memorable. This might sound like an obvious point but it is one that is studiously ignored by the advertising industry.
  • Advertising that feels safe or familiar is actually quite risky–there’s no “safety in numbers” when it comes to advertising. If someone else is doing something similar to what you’re doing, or looks or sounds like you, you’re both in trouble.


413 reads

The Pratfall Effect

The Pratfall Effect

  • “Flaunt your flaws”
  • The best application is to admit that your brand has a flaw.
  • The pratfall effect has a multiplicative effect rather than a purely positive one. It makes strong brands stronger, but weak brands weaker.
  • The pratfall effect works particularly well when the competitors are braggards.
  • Counter-intuitive as it may seem, but negative reviews may have a positive impact because they help establish trust and authenticity.
  • Consumers understand that a product can’t be all things to all people.


370 reads



  • The less there is, the more you want it.
  • Limit the number of products that consumers can buy.
  • Emphasising the potential for loss makes a proposition more motivating.
  • Stress there is a limited time to buy your product A simple way to apply the bias is to announce that if consumers don’t purchase soon they’ll miss out on the opportunity to do so.


319 reads

Price Relativity

Price Relativity

  • Adapt your own product range.
  • Introducing a higher-end offering establishes a new comparison benchmark and, therefore, makes your other lines seem better value.
  • Buyers are often uncertain about what makes for a good product–they worry that the expensive option will be overpriced and the cheapest will be shoddy. The middle option offers protection from these extremes.


311 reads

But why are charm prices so effective?

But why are charm prices so effective?

  • Price perception is affected by how the number is displayed.
  • Just as cards reduce the tangibility of the price, so does removing the dollar sign.
  • A complementary approach to the removal of pound signs is charm pricing, that is setting prices to end in a nine, whether that is £3.99 or £39.
  • Shoppers tend to think goods sold for these amounts are better value than those with rounded prices.


283 reads

Social Proof

Social Proof

  • YOU’RE BEING INFLUENCED by social proof, becoming interested in an event because others are.
  • The audience does not trust itself, it trusts someone else. If they hear someone applauding very aggressively and intensively, they think that something extraordinary is going on.
  • Tapping into social proof doesn’t even require facts. Your task is to create the illusion of popularity.


275 reads



  • Anchoring occurs when exposure to a number serves as a reference point for subsequent decisions.
  • First impressions shape the subsequent experiences.
  • The serial position effect to describe how the first items that we encounter in a list are more likely to be recalled than the ones in the middle.


243 reads


” The human mind is a lot like the human egg, in that the human egg has a shut-off device. One sperm gets in, and it shuts down so that the next one can’t get in. The human mind has a big tendency of the same sort. “



241 reads



  • Consumers who were in a relaxed frame of mind or a good mood were much more likely to notice the ads.
  • When we are in a good mood it signifies an absence of danger and, therefore, mitigates against the need to think critically. We’re therefore far more likely to absorb ad messages when we’re happy.
  • People are most likely to be in a good mood between Friday and Sunday.


233 reads

Expectancy Theory

Expectancy Theory

  • The serving method affected taste: the better the serve, the better the taste.
  • On a basic level, this provides justification for the millions of pounds invested in glassware.
  • Presentation is as important as product.
  • The most literal is to invest as much time and effort on your brand’s physical presentation as your product.


260 reads



"A good idea should be like a girl's skirt; long enough to cover the subject and short enough to create interest."


We assume we are rational decision makers, but in fact there are many biases and heuristics that our mind uses to influence most of our decision making. These heuristics can be leveraged by brands and marketers to achieve their objectives, whether that is for the benefit of the environment or selling goods and services.

More like this

The Paradox of Choice

7 ideas

The Paradox of Choice

Barry Schwartz

Man's Search For Meaning

10 ideas

Man's Search For Meaning

Viktor E. Frankl


Explore the World’s

Best Ideas

200,000+ ideas on pretty much any topic. Created by the smartest people around & well-organized so you can explore at will.

An Idea for Everything

Explore the biggest library of insights. And we've infused it with powerful filtering tools so you can easily find what you need.

Knowledge Library

Powerful Saving & Organizational Tools

Save ideas for later reading, for personalized stashes, or for remembering it later.

# Personal Growth

Take Your Ideas


Organize your ideas & listen on the go. And with Pro, there are no limits.

Listen on the go

Just press play and we take care of the words.

Never worry about spotty connections

No Internet access? No problem. Within the mobile app, all your ideas are available, even when offline.

Get Organized with Stashes

Ideas for your next work project? Quotes that inspire you? Put them in the right place so you never lose them.


2 Million Stashers


5,740 Reviews

App Store


72,690 Reviews

Google Play


Don’t look further if you love learning new things. A refreshing concept that provides quick ideas for busy thought leaders.

Shankul Varada

Best app ever! You heard it right. This app has helped me get back on my quest to get things done while equipping myself with knowledge everyday.

Ashley Anthony

This app is LOADED with RELEVANT, HELPFUL, AND EDUCATIONAL material. It is creatively intellectual, yet minimal enough to not overstimulate and create a learning block. I am exceptionally impressed with this app!

Sean Green

Great interesting short snippets of informative articles. Highly recommended to anyone who loves information and lacks patience.

Jamyson Haug

Great for quick bits of information and interesting ideas around whatever topics you are interested in. Visually, it looks great as well.

Laetitia Berton

I have only been using it for a few days now, but I have found answers to questions I had never consciously formulated, or to problems I face everyday at work or at home. I wish I had found this earlier, highly recommended!

Giovanna Scalzone

Brilliant. It feels fresh and encouraging. So many interesting pieces of information that are just enough to absorb and apply. So happy I found this.

Ghazala Begum

Even five minutes a day will improve your thinking. I've come across new ideas and learnt to improve existing ways to become more motivated, confident and happier.

Read & Learn

20x Faster





Access to 200,000+ ideas

Access to the mobile app

Unlimited idea saving & library

Unlimited history

Unlimited listening to ideas

Downloading & offline access

Personalized recommendations

Supercharge your mind with one idea per day

Enter your email and spend 1 minute every day to learn something new.


I agree to receive email updates