Mediarun Glossary
Psychology
Why people choose the way they do
10 terms in this section
ANCHORING EFFECTThe tendency to rely on the first number encountered when making judgments, even when it has no logical connection to the subject being evaluated.BRAND ARCHETYPESTwelve universal personality patterns for brands — for example, Hero, Sage, Caregiver, Rebel — that give a brand a consistent character.CHOICE OVERLOADA phenomenon in which too many options reduce satisfaction and the likelihood of making a decision.ENDOWMENT EFFECTThe tendency to value things more highly once you own them — or even just feel as though you own them.FRAMINGThe way the same information is presented — as a gain or as a loss — can change the recipient's decision.JOB TO BE DONEAn approach that defines the task a customer wants to accomplish using a product, rather than describing the customer themselves.MBTIA personality typology that categorizes people into sixteen types based on four pairs of preferences, including focus on the external or internal world and decision-making based on logic or values.NUDGEA small change in how options are presented that increases the likelihood of a specific choice, without removing any options.SCARCITYThe principle that items which are harder to obtain appear more valuable.SOCIAL PROOFThe tendency to imitate others' behaviors, especially in uncertain situations.