Persuasion and Psychology Flashcards

Why do odd-number prices like $47 or $97 often outperform round prices like $50 or $100?

Answer: They appear more precisely calculated and credible

Odd prices signal that the seller carefully calculated the cost rather than arbitrarily rounding up, making the price feel more legitimate.

The 'mere exposure effect' suggests that copy should:

Answer: Repeat brand names and key phrases across multiple touchpoints

Familiarity breeds liking — the more people encounter your brand or message, the more positively they feel toward it, even without conscious awareness.

A guarantee that says 'If you're not 100% satisfied for any reason, we'll refund every penny' primarily reduces which psychological barrier?

Answer: Perceived risk

Strong guarantees remove the perceived financial and emotional risk of buying, making it psychologically safe to say yes.

In a sales letter, placing the most expensive option first before showing cheaper tiers is an application of:

Answer: Price anchoring with contrast

Starting with a high price anchors expectations so that subsequent lower prices feel like a bargain by contrast.

Which concept explains why telling prospects 'This offer is NOT for everyone' can increase conversions?

Answer: Psychological reactance and exclusivity

Exclusivity triggers reactance (desire for what might be withheld) and flatters the prospect who self-selects in, making the offer feel more valuable.

The 'Ben Franklin effect' in copywriting suggests asking prospects to:

Answer: Do a small favor (like sharing or clicking) to build commitment

When people do a small favor, they rationalize that they must like the person who asked — increasing openness to further engagement and purchase.

Cognitive dissonance in post-purchase behavior is best addressed in copy by:

Answer: Reinforcing the buyer's smart decision in confirmation emails

Post-purchase copy that validates the buyer's decision reduces buyer's remorse, increases satisfaction, and improves lifetime value.