Overview
Awareness
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Overview | Awareness (0:45)
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1.1: System One and Two | How you make decisions (6:24)
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1.2: System One and Two | Consumers are irrational (8:37)
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2.1: Distinctiveness | Why standing out works (9:06)
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2.2: Distinctiveness | Building a memorable brand (9:01)
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2.3: Distinctiveness | The cocktail party effect (5:09)
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3.1: Mere Exposure | We love familiarity (6:17)
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3.2: Mere Exposure | The cost of short-termism (7:08)
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4.1: Influencers | What makes someone convincing? (9:39)
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4.2: Influencers | Why influencer marketing works (6:21)
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How to apply | Awareness
Consideration
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Overview | Consideration (0:57)
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5.1: Social Proof | More than just logos (5:38)
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5.2: Social Proof | How to apply (7:24)
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5.3: Social Proof | Negative social proof (4:42)
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6.1: Primacy Effect | Why first impressions matter (5:47)
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6.2: Primacy Effect | Primacy in marketing (6:28)
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7.1: Framing | There's no neutral (7:51)
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7.2: Framing | Understanding product perception (5:00)
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8.1: Scarcity | The secret behind tasty cookies (6:40)
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8.2: Scarcity | Smart ways to apply (8:40)
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8.3: Scarcity | Choice paralysis (7:33)
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How to apply | Consideration
Acquisition
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Overview | Acquisition (1:00)
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9.1: Anchoring | Every consumer needs an anchor (5:54)
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9.2: Anchoring | Shift consumer perception (11:31)
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10.1: Consistency | Small commitments lead to big actions (12:06)
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11.1: Pricing | Five pricing principles (14:23)
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11.2: Pricing | Pushing pain into the future (5:17)
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11.3: Pricing | The decoy effect (5:17)
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How to apply | Acquisition
Retention
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Overview | Retention (0:54)
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12.1: IKEA Effect | We love what we build (10:22)
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12.2: IKEA Effect | Building addictive products (6:16)
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13.1: Reciprocity | Returning a favor (9:01)
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13.2: Reciprocity | Give before you take (7:49)
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14.1: Loss Aversion | Losses loom larger than gains (6:19)
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14.2: Loss Aversion | Highlighting loss in marketing (7:49)
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How to apply | Retention
