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marketing-psychology Skill

The marketing-psychology skill gives AI agents expert knowledge of 70+ mental models, cognitive biases, and behavioral science principles specifically organized for marketing application.

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What This Skill Provides

This skill enables agents to:
  • Apply psychological principles to marketing decisions
  • Understand buyer behavior at a deep, cognitive level
  • Influence decisions ethically using proven frameworks
  • Optimize pricing with pricing psychology models
  • Design better experiences using behavioral design
  • Explain the “why” behind marketing strategies
  • Make evidence-based recommendations grounded in psychology
This skill has no external dependencies. It provides pure knowledge and frameworks that integrate with your existing marketing work.

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Mental Models Organized by Category

The skill organizes 70+ models into 6 actionable categories:

Foundational Thinking

13 models for strategy and problem-solving
  • First Principles
  • Jobs to Be Done
  • Pareto Principle
  • Theory of Constraints

Buyer Psychology

18 models explaining customer behavior
  • Mere Exposure Effect
  • Loss Aversion
  • Social Proof
  • Endowment Effect

Influencing Behavior

15 models for ethical persuasion
  • Reciprocity
  • Scarcity
  • Authority
  • Framing Effect

Pricing Psychology

5 models specific to pricing
  • Charm Pricing
  • Anchoring
  • Decoy Effect
  • Rule of 100

Design & Delivery

10 models for execution
  • Hick’s Law
  • BJ Fogg Model
  • AIDA Funnel
  • Nudge Theory

Growth & Scaling

8 models for scaling success
  • Compounding
  • Network Effects
  • Flywheel Effect
  • Critical Mass

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When to Use This Skill

Activate this skill when:
  • User mentions: “psychology,” “mental models,” “cognitive bias,” “persuasion,” “behavioral science”
  • Questions about: “why people buy,” “how to influence,” “decision-making,” “consumer behavior”
  • Optimizing: Landing pages, pricing pages, conversion funnels, messaging
  • Analyzing: Customer research, A/B test results, campaign performance
  • Strategic work: Positioning, value propositions, go-to-market strategy
The skill checks for .claude/product-marketing-context.md and uses that context to tailor recommendations to your specific product and audience.

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How to Apply Mental Models

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Basic Application Flow

1

Identify the Challenge

What specific behavior are you trying to influence?Examples:
  • Increase free trial signups
  • Reduce cart abandonment
  • Improve email open rates
  • Build trust with new visitors
2

Select Relevant Models

Choose mental models that address the challenge:Low conversions?
  • Hick’s Law (too many choices)
  • Activation Energy (friction)
  • BJ Fogg Model (motivation × ability × prompt)
Price objections?
  • Anchoring (show higher price first)
  • Framing (position the value)
  • Loss Aversion (“don’t miss out”)
3

Understand the Psychology

Learn why the model works:Example: Loss AversionLosses feel ~2× as painful as equivalent gains feel good. People work harder to avoid losing 100thantogain100 than to gain 100.
4

Apply to Your Context

Translate the model into specific actions:Loss Aversion applied to SaaS trial:❌ “Start your free trial” ✅ “Don’t miss out on 30 days of premium features”The second frames it as avoiding a loss (missing out) rather than gaining something.
5

Implement Ethically

Apply psychological principles responsibly:
  • Don’t use fake scarcity
  • Don’t manipulate with dark patterns
  • Provide genuine value
  • Respect user autonomy

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Task-Specific Quick Reference

Find models for common marketing challenges:
Problem: People visit but don’t convertRelevant Models:
  • Hick’s Law - Too many choices slow decisions
  • Activation Energy - Starting friction prevents action
  • BJ Fogg Model - Behavior = Motivation × Ability × Prompt
  • Paradox of Choice - More options → fewer decisions
Actions:
  • Reduce form fields
  • Simplify navigation
  • Add one clear CTA
  • Show progress indicators
Problem: Prospects think you’re too expensiveRelevant Models:
  • Anchoring - First number influences judgment
  • Framing Effect - Presentation changes perception
  • Mental Accounting - “3/day"vs"3/day" vs "90/month”
  • Loss Aversion - Emphasize what they’ll lose
Actions:
  • Show premium tier first
  • Frame in terms of daily cost
  • Compare to familiar purchases (“less than coffee”)
  • Emphasize what they lose by not acting
Problem: New visitors don’t trust your brandRelevant Models:
  • Authority Bias - Credentials create trust
  • Social Proof - Others’ actions signal safety
  • Reciprocity - Give first, earn trust
  • Pratfall Effect - Small flaws increase relatability
Actions:
  • Add customer testimonials
  • Show “Featured in” logos
  • Display customer counts
  • Admit a minor weakness (“We’re not the cheapest, but…”)
Problem: Prospects delay decisions indefinitelyRelevant Models:
  • Scarcity Heuristic - Limited availability increases value
  • Loss Aversion - Fear of losing opportunity
  • Zeigarnik Effect - Open loops create tension
  • Hyperbolic Discounting - Present rewards beat future ones
Actions:
  • Add genuine scarcity (limited spots, time-bound offers)
  • Show “X spots remaining”
  • Use progress indicators (“80% complete”)
  • Emphasize immediate benefits
Problem: Customers cancel or don’t returnRelevant Models:
  • Endowment Effect - People value what they own
  • Switching Costs - Effort to change prevents churn
  • Status-Quo Bias - People prefer the current state
  • Sunk Cost Fallacy - Investment creates commitment
Actions:
  • Let customers customize/build something
  • Integrate deeply with their workflow
  • Show accumulated data/progress
  • Make switching painful (ethically)
Problem: Growth has plateauedRelevant Models:
  • Theory of Constraints - Find the bottleneck
  • Local vs Global Optima - Optimizing wrong thing
  • Compounding - Small gains accumulate exponentially
  • Pareto Principle - 80% results from 20% efforts
Actions:
  • Identify the one limiting factor
  • Zoom out to see global picture
  • Focus on the vital 20%
  • Build systems that compound

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Integration with Product Context

The skill becomes dramatically more powerful when paired with product-specific context.

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Creating Context Files

Create .claude/product-marketing-context.md in your project:
.claude/product-marketing-context.md
# Product Marketing Context

## Product
TaskFlow - Project management for remote teams

## Target Audience
Project managers at 50-200 person companies
Age: 30-45
Pain points: Team coordination, deadline tracking, status visibility

## Value Proposition
Keep distributed teams aligned with automatic status updates and deadline tracking

## Current Challenges
1. Free trial signup rate: 2.1% (industry avg: 4%)
2. Price objections: "Too expensive vs Asana"
3. Users don't understand unique value

## Differentiators
- Automatic status tracking (no manual updates)
- Built-in deadline prediction
- Slack-first design

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How Context Transforms Recommendations

Without context:
“Use social proof to build trust. Add testimonials.”
With context:
“Add testimonials from project managers at 50-200 person companies specifically mentioning:
  • Solved team coordination challenges
  • Reduced status update meetings
  • Improved deadline visibility
Place these above the pricing section to address trust before price objections. Also add customer logos from recognizable 100-person companies to leverage Authority Bias.”

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Context-Aware Model Selection

The skill automatically selects relevant models based on your context: Your challenge: “Increase trial signups” Generic response: Apply Hick’s Law, reduce choices Context-aware response: 
Given your 2.1% trial signup rate (vs 4% industry average), I recommend:

1. **Jobs to Be Done** - Your landing page lists features, not the job
   customers hire TaskFlow to do. Reframe around:
   "Stop chasing team members for status updates"
   
2. **Curse of Knowledge** - "Automatic status tracking" seems obvious
   to you but confusing to newcomers. Show a before/after:
   Before: 5 hours/week in status meetings
   After: 0 meetings, status always visible
   
3. **Peak-End Rule** - Trial signup form is the end of your funnel.
   Add a surprise: "We'll import your first project for you"
   Creates memorable peak moment.

4. **Loss Aversion** - Change CTA from "Start free trial" to:
   "Stop wasting 5 hours/week on status meetings"
   Frames it as avoiding loss, not gaining something.

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Example Applications

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Example 1: Optimizing a Pricing Page

1

Initial Analysis

Problem: High bounce rate on pricing pageRelevant Models:
  • Paradox of Choice (4 tiers → overwhelming)
  • Anchoring Effect (no reference point)
  • Default Effect (no recommended tier)
2

Apply Psychology

Changes:
  1. Reduce to 3 tiers (Paradox of Choice)
    • Starter, Professional, Enterprise
  2. Show Enterprise first (Anchoring)
    • 499/moanchormakes499/mo anchor makes 99/mo feel reasonable
  3. Add “Most Popular” badge (Default Effect + Social Proof)
    • Pre-select Professional tier mentally
  4. Add decoy tier (Decoy Effect)
    • Make Starter obviously worse value than Professional
    • Starter: $49/mo, 5 projects
    • Professional: $99/mo, unlimited projects + integrations
3

Result

Conversion rate: 12% → 18%Average plan selected: Professional (up from Starter)

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Example 2: Reducing Cart Abandonment

1

Identify Models

Problem: 68% cart abandonment rateRelevant Models:
  • Endowment Effect (make them feel ownership)
  • Zeigarnik Effect (show progress)
  • Loss Aversion (emphasize what they’ll lose)
  • Regret Aversion (reduce fear of wrong choice)
2

Implementation

Changes:
  1. Progress bar (Zeigarnik)
    • “Step 2 of 3 - Almost there!”
  2. Show items as “Your cart” (Endowment)
    • “Your Premium Plan” not “Premium Plan”
  3. Loss-framed reminder (Loss Aversion)
    • “Don’t lose your 20% discount - complete order”
  4. Money-back guarantee (Regret Aversion)
    • “30-day money-back guarantee. No risk.”
3

Result

Cart abandonment: 68% → 54%

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Example 3: Improving Email Open Rates

1

Psychology Analysis

Problem: Email open rate: 14% (industry avg: 21%)Relevant Models:
  • Curiosity Gap (Zeigarnik Effect)
  • Loss Aversion
  • Specificity (concrete beats abstract)
2

Subject Line Rewrites

Before vs After:❌ “New features this month” ✅ “You’re missing these 3 time-saving shortcuts” (Loss Aversion + Specificity)❌ “Product update” ✅ “The change that cut setup time by 60%” (Specificity + Curiosity Gap)❌ “Tips for project managers” ✅ “How Sarah eliminated all status meetings” (Specificity + Similarity Bias)
3

Result

Open rate: 14% → 23%

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Key Mental Models Deep Dive

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Loss Aversion & Prospect Theory

Principle: Losses feel ~2× as painful as equivalent gains feel good. Why it works: Evolutionary biology. Avoiding danger was more critical to survival than seeking reward. Marketing applications:
  • Frame CTAs in terms of loss: “Don’t miss out” beats “You could gain”
  • Show what they lose by not acting
  • Use countdown timers (losing opportunity)
  • Offer risk-free trials (eliminate loss fear)
Examples: 
❌ "Get 30% more leads"
✅ "Stop losing 30% of your leads"

❌ "Try our premium features"
✅ "Don't miss out on premium features - trial ends soon"

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Social Proof & Bandwagon Effect

Principle: People follow what others are doing. Popularity signals quality and safety. Why it works: Heuristic shortcut. If many people chose it, it’s probably good. Reduces decision risk. Marketing applications:
  • Show customer counts: “Join 50,000+ project managers”
  • Display testimonials prominently
  • Add “Featured in” logos
  • Show real-time activity: “127 people viewing this”
  • Use case studies from recognizable brands
Examples: 
❌ "A great tool for teams"
✅ "Used by 10,000+ teams including Stripe, Notion, and Figma"

❌ Plain testimonial
✅ "Sarah Miller, PM at 150-person startup: 'Cut our status meetings from 5 hours to zero'"

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Anchoring Effect

Principle: The first number people see heavily influences subsequent judgments. Why it works: Mental shortcut. Brain uses the first value as a reference point for comparison. Marketing applications:
  • Show higher price first (original price, competitor, premium tier)
  • Display most expensive plan before cheaper ones
  • Compare to expensive alternatives
  • Use strikethrough pricing
Examples: 
Pricing page order:
1. Enterprise: $499/mo (anchor)
2. Professional: $99/mo (feels reasonable)
3. Starter: $29/mo (feels cheap)

Vs showing in reverse - $29 feels expensive when it's the anchor.

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Scarcity & Urgency Heuristic

Principle: Limited availability increases perceived value and drives action. Why it works: Scarcity signals desirability. If it’s rare or running out, others must want it. Marketing applications:
  • Limited-time offers (genuine only)
  • Low-stock warnings
  • Exclusive access
  • Countdown timers
  • Limited spots available
Only use genuine scarcity. Fake scarcity destroys trust and is unethical.
Examples: 
✅ "Only 3 spots left in this cohort" (if true)
✅ "Early bird pricing ends Friday" (real deadline)
❌ "Only 2 left!" (when inventory is unlimited)

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Reciprocity Principle

Principle: People feel obligated to return favors. Give first, and people want to give back. Why it works: Social norm. Reciprocity is fundamental to human cooperation and relationships. Marketing applications:
  • Free content before asking for anything
  • Free tools and calculators
  • Generous free tiers
  • Educational resources
  • Help before selling
Examples: 
Funnel:
1. Give: Free comprehensive guide (40 pages)
2. Give: Free calculator tool
3. Give: Free email course
4. Ask: "Ready to try our paid product?"

The value given creates reciprocal obligation.

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Pricing Psychology in Detail

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Charm Pricing (Left-Digit Effect)

Principle: 99feelssignificantlycheaperthan99 feels significantly cheaper than 100 because the left digit dominates perception. When to use:
  • Value-focused products
  • B2C offerings
  • Lower price points
When NOT to use:
  • Premium positioning
  • B2B enterprise
  • Luxury products
Examples: 
Value positioning:
$99, $499, $1,995

Premium positioning:
$100, $500, $2,000

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Rule of 100

Principle:
  • Prices under $100: Percentage discounts seem larger (“20% off”)
  • Prices over 100:Absolutediscountsseemlarger("100: Absolute discounts seem larger ("50 off”)
Applications: 
$80 product:
✅ "20% off" (feels bigger than "$16 off")

$500 product:
✅ "$100 off" (feels bigger than "20% off")

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Mental Accounting

Principle: People treat money differently based on its source or intended use. Applications: 
❌ "$365/year"
✅ "$1/day - less than your morning coffee"

Same price, different mental account.

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Behavioral Design Models

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BJ Fogg Behavior Model

Formula: Behavior = Motivation × Ability × Prompt All three must be present:
ElementMarketing Application
MotivationCompelling value prop, emotional resonance, desire
AbilityEasy to do, low friction, simple process
PromptClear CTA, right timing, visible trigger
Example: Increasing trial signups
  • High motivation + Hard to do = Won’t happen (too much friction)
  • Easy to do + No prompt = Won’t happen (forgot/didn’t notice)
  • Prompt + Low motivation = Won’t happen (don’t care)
Solution: Maximize all three

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EAST Framework

Make desired behaviors: Easy, Attractive, Social, Timely

Easy

  • Reduce friction
  • Pre-fill forms
  • One-click actions
  • Remove steps

Attractive

  • Visually appealing
  • Clear benefits
  • Reward completion
  • Show progress

Social

  • Show others doing it
  • Display counts
  • Use testimonials
  • Create FOMO

Timely

  • Right moment
  • Context-appropriate
  • Not too early/late
  • Trigger-based

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Ethical Application

Using psychology ethically:
With great power comes great responsibility. These principles can be used to help or manipulate. Choose helping.

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Ethical Guidelines

✅ Do:
  • Provide genuine value
  • Use real scarcity, not fake
  • Help customers make informed decisions
  • Respect autonomy
  • Be transparent
  • Solve real problems
❌ Don’t:
  • Create fake urgency
  • Use dark patterns
  • Manipulate vulnerable people
  • Hide important information
  • Make cancellation difficult
  • Exploit cognitive biases maliciously

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Ethical Test

Ask yourself:
  1. Would I be proud to explain this tactic publicly?
  2. Would I want this used on my family?
  3. Does this help the customer or only us?
  4. Is this transparent and honest?
If any answer is no, don’t do it.

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Quick Reference Table

Common challenges and relevant models:
ChallengeMental ModelsActions
Low conversionsHick’s Law, Activation Energy, BJ FoggReduce options, simplify start, clear CTAs
Price objectionsAnchoring, Framing, Mental Accounting, Loss AversionShow high price first, frame daily cost, emphasize loss
Building trustAuthority, Social Proof, Reciprocity, PratfallTestimonials, logos, free value, admit weakness
Creating urgencyScarcity, Loss Aversion, ZeigarnikLimited availability, emphasize loss, show progress
Retention/churnEndowment, Switching Costs, Status-Quo BiasOwnership feeling, deep integration, inertia
Growth stallingTheory of Constraints, Pareto, CompoundingFind bottleneck, focus on vital 20%, build loops
Decision paralysisParadox of Choice, Default Effect, NudgeLimit options, recommend default, guide choice
OnboardingGoal-Gradient, IKEA Effect, Commitment & ConsistencyShow progress, let them build, small commitments
Combine with other marketing skills:
  • audit-website: Apply psychology insights while fixing site issues
  • page-cro: Use models for conversion optimization
  • copywriting: Write psychologically-informed copy
  • ab-test-setup: Test psychological hypotheses

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Additional Resources

Thinking, Fast and Slow

Daniel Kahneman - Foundation of behavioral economics

Influence

Robert Cialdini - Classic persuasion principles

Predictably Irrational

Dan Ariely - Behavioral economics applied

Hooked

Nir Eyal - Psychology of habit-forming products

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Task-Specific Questions

When applying this skill, agents consider:
  1. What specific behavior are you trying to influence?
  2. What does your customer believe before encountering your marketing?
  3. Where in the journey (awareness → consideration → decision) is this?
  4. What’s currently preventing the desired action?
  5. Have you tested this with real customers?
Answering these focuses the application of mental models on real problems with measurable outcomes.

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