The way people make decisions is messy — and it’s only getting messier

1. Category heuristics: Short descriptions of key product specifications can simplify purchase decisions.
 

2. Power of now: The longer you have to wait for a product, the weaker the proposition becomes.
 

3. Social proof: Recommendations and reviews from others can be very persuasive.
 

4. Scarcity bias: As stock or availability of a product decreases, the more desirable it becomes.
 

5. Authority bias: Being swayed by an expert or trusted source.
 

6. Power of free: A free gift with a purchase, even if unrelated, can be a powerful motivator.

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6 Biases That Influence Purchase Decisions