Heuristics are mental shortcuts that people use to make decisions and form opinions. There are several heuristics that affect perception and behavior, including:
- The Scarcity Effect: People value products more highly if they perceive them to be in short supply. This can be influenced by the availability of a product and can change people's perception of its value.
- The Framing Effect: Context shapes perception, and the way a product is framed can change the way people perceive and value it. This heuristic can even change the way the brain perceives pleasure.
- The Anchoring Effect: People are influenced by an initial value or reference point when making decisions, even if it is irrelevant to the decision at hand.
- The Availability Heuristic: People make decisions based on the information that is easily available to them, even if it is not representative of the full picture.
- The Sunk Cost Fallacy: People continue to invest in a decision or product because they have already invested a significant amount of resources, even if it no longer makes sense to do so.
- Confirmation Bias: People tend to seek out information that supports their existing beliefs and opinions, and ignore or discredit information that contradicts them.
By understanding these heuristics, companies can influence users' motivation and increase their ability to take a particular action.
