Persuasion and Psychology Flashcards
7 cards from real Sales Copy practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Persuasion and Psychology flashcards as text
Which copywriting technique exploits the 'Zeigarnik effect' — the tendency to remember uncompleted tasks?
Answer: Open loops that tease information without immediately resolving it
Open loops — hints at answers or stories that aren't immediately resolved — keep readers engaged because unfinished patterns create psychological tension.
A sales page headline reads: 'Warning: Do NOT Buy Another Supplement Until You Read This.' Which psychological triggers does this primarily use?
Answer: Curiosity and psychological reactance
'Warning' triggers curiosity about the hidden danger while the prohibition activates reactance, making readers feel they must read on to protect themselves.
The contrast principle in sales copy is best applied by:
Answer: Presenting a bad option before the desired one to make it look better
Showing a clearly inferior or more expensive alternative first makes the featured option appear far more attractive by comparison.
What is 'identity-based' persuasion in copywriting?
Answer: Framing the product as something 'people like you' use to align with the reader's self-concept
People make purchasing decisions to affirm who they are or who they want to be — copy that mirrors their identity triggers strong emotional resonance and alignment.
The 'sleeper effect' in persuasion is relevant to copywriting because it suggests that:
Answer: Messages from low-credibility sources may become more persuasive over time as source memory fades
Over time, people forget where they heard something but retain the message, meaning even initially discounted claims can gain persuasive power later.
Structuring an offer as '$1 trial, then $47/month' rather than '$47/month' leverages which psychological effect?
Answer: Temporal discounting and commitment escalation
The tiny upfront cost lowers the barrier to commitment, and once enrolled, consistency bias and the endowment effect make cancellation feel like a loss.
When copy says 'Most people in your situation choose the Premium plan,' it combines social proof with which additional bias?
Answer: Normative influence and conformity pressure
Telling prospects what 'people like them' choose activates normative social influence — the deep-seated drive to conform to in-group behavior.