Psychological principles and mental models for understanding customer behavior and influencing marketing decisions. Covers 50+ foundational thinking models (first principles, jobs to be done, inversion, theory of constraints) and buyer psychology frameworks (confirmation bias, social proof, loss aversion, anchoring) with direct marketing applications Includes persuasion techniques (reciprocity, commitment, authority, scarcity) and pricing psychology (charm pricing, rule of 100, mental accounting) with implementation guidance Provides design and delivery models (AIDA funnel, BJ Fogg behavior model, nudge theory, activation energy) and growth frameworks (network effects, flywheel, compounding, switching costs) Features a quick-reference table mapping common marketing challenges to relevant models and task-specific diagnostic questions for applying psychology to your situation
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