6 biases that influence purchase decisions

As people explore and evaluate in the messy middle, cognitive biases shape their behavior. The most important:

1. Category heuristics: Short descriptions of key product specifications can simplify purchase decisions
2. Power of now: The longer you have to wait for a product, the weaker the value prop
3. Social proof: Reviews from others can be very persuasive
4. Scarcity bias: As the availability of a product decreases, the more desirable it becomes
5. Authority bias: Being swayed by an expert or trusted source.
6. Power of free: A free gift with a purchase, even if unrelated, can be a powerful motivator