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The Psychology of Free Shipping
The Framing Effect Of Costs
Framing is a bias-inducing technique that seems to tilt buyer preferences by providing the same information in different ways. It makes people see the same data in such a way that it affects their choices.
Example: A $10 watch with $5 shipping charges may be a turn-off for buyers, but the same watch costing $15 with zero shipping charges, and FREE SHIPPING clearly labelled in bold, makes more people buy it, even though they are paying the same amount of money for the same watch.
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Key Ideas
The decoy effect
It happens when consumers change their preference between two options when presented with a third option, or decoy.
The decoy is priced to make one of the other options much more attra...
How decoys work
When consumers are faced with many alternatives, they often experience choice overload that increases anxiety and hinders decision-making.
Consumers try to reduce this anxiety by selecting only a couple of criteria (say price and quantity) to determine the best value for money.
A decoy steers you in a particular direction while giving you the impression that you are making a rational, informed choice.
Decoy example in the market
Consider the price of drinks at a well-known juice bar: a small (350 ml) size costs $6.10; the medium (450 ml) $7.10; and the large (610 ml) $7.50. The medium is a slightly better value than the small, and the large better still. The medium is designed to be the decoy, steering you to see the biggest drink as the best value for money.
If you buy the biggest, was it because you made a sensible choice, or have you been manipulated to opt for bigger than intended?
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Key Ideas
Save On Transport Without a Car
You’ll save far more if you don’t buy a car or sell it if you already own one but can go without it.
If you can use public transportation, you can save quite a bit of money on ...
Save On Transport While Keeping a Car
Carpool to work if you can to significantly reduce wear and tear on your car, save on gas, and take advantage of carpool lanes that might make it easier to get to work.
Check at least once a month to keep the tires on your vehicle properly inflated. Doing so can improve your gas mileage.
Save On Debts
Refinance your home or automobile at a lower rate to save money over the life of the loan and lower your monthly payment.
If your student loans are locked in at a high-interest rate, figure out whether it makes sense to consolidate all or some of them.
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Key Ideas
The Psychology Of Color: Research Findings
- Up to 90% of snap judgments made about products can be based on color alone (depending on the product).
- Colors influence how consumers view the "personality" of the brand in question.
The Psychology Of Color - Misconceptions
Elements such as personal preference, experiences, upbringing, cultural differences, context, etc., often muddy the effect individual colors have on us. So assertions on the effect of colors are often not based on scientifically sound evidence.