87 terms from Consumer and Behavioral Economics, each defined in a sentence or two, with a link to the calculator that works the number out where one exists.
A concrete plan to act, which predicts behaviour better than a general intention.
Attention an ad actually received, as opposed to impressions served.
Actively skipping, blocking or ignoring advertising.
The odds an exposure produces any reaction.
Default disbelief in advertising claims. Rises with every unmet promise in the category.
The first number shown dragging every later judgement toward it.
How people distribute limited attention across competing demands.
Treating attention as the scarce resource being bought and sold.
Open the calculator →The market where advertisers compete for that attention.
There being far more content than attention to spend on it.
What a second of genuine attention is worth.
Trusting a claim more when it comes from a perceived expert.
Judging likelihood by how easily examples come to mind.
Doing something because others are.
Learned ignoring of anything that looks like a banner.
The study of how people actually decide, as opposed to how models assume they do.
Stated readiness to do anything.
How options are arranged and what that arrangement does to the choice.
Too many options producing no decision at all. Cutting the range often lifts sales.
The odds of being picked from that shortlist.
The odds an impression produces a click. What every CTR prediction model estimates.
Open the calculator →How much mental effort something demands. High load kills conversion.
Open the calculator →A small first step making a larger one more likely.
Noticing evidence that agrees with you and skipping the rest. The main reason bad campaigns survive.
The odds of making someone shortlist.
People acting in line with what they already said or did.
Attention available from the buyer side.
How households allocate limited money across competing wants.
Utility from the buyer point of view.
A modelled likelihood of converting, used for bidding and targeting.
Choices getting worse as the day and the process wear on.
Adding a deliberately worse option to make another look better.
Whatever is preselected wins far more often than it should.
The formal version of usefulness in economic models.
Valuing something more once you own it. Why free trials convert.
Satisfaction weighted by how likely it is to arrive.
Deliberate, conscious recollection.
The same fact landing differently depending on how it is worded.
Following the crowd rather than the evidence.
Future value shrinking sharply the further away it sits. Why annual plans need a discount.
Valuing something more because you helped build it.
Influence without conscious remembering.
The effort of understanding what you are buying.
Losses hurting more than equivalent gains please. Roughly twice as much.
Attention a channel or format tends to command.
Getting something into memory in the first place.
Getting it back out at the moment of choosing. Brand advertising is a bet on this.
Treating money differently depending on which mental pot it sits in.
Liking something more simply from seeing it repeatedly. The mechanism behind brand advertising.
How hard the message is to process at speed.
The least a seller will take.
An experience remembered by its most intense moment and its ending.
Their read on that, which is what you have to address.
What it feels worth, which is the only value that affects the sale.
People recognising they are being sold to, and resisting accordingly.
Overweighting what happens now against what happens later.
How easily something is understood. Fluent things feel more true.
The model explaining loss aversion and reference dependence together.
Stated readiness to buy. Weakly related to actually buying.
The odds of a purchase in a defined window.
What the buyer stands to lose if it goes wrong.
Anything suggesting the product is good, from price to packaging.
Producing it from nothing. Much harder, much more valuable.
Feeling obliged to return a favour. Why free tools and samples work.
Knowing something when you see it.
Judging outcomes against a reference point rather than in absolute terms.
The odds of bringing someone else.
Judging by resemblance to a stereotype rather than by base rates.
How risky the purchase feels, regardless of actual risk.
Limited availability raising perceived value. Corrosive when invented.
The effort of finding and comparing options. Lower it and you win by default.
Noticing only what is relevant right now.
Choosing to encounter only agreeable information.
Interpreting what you see to fit what you already believe.
Preferring things to stay as they are, even when change is better.
Continuing because of what was already spent. Kills more campaigns than bad targeting.
Anything reducing the fear of being ripped off.
A deadline pushing a decision forward.
The satisfaction a purchase delivers.
Unfinished tasks staying in memory. Why abandoned cart emails work.
Buying partly to communicate something about yourself.