Marketing Psychology

The reciprocity principle, a fundamental aspect of human interaction, illuminates the dynamics of give and take in various contexts, shaping relationships and influencing behaviours.

For behaviour to occur, three elements must converge: motivation, ability, and triggers. Motivation alone is not enough; it needs to be accompanied by the ability to perform the behaviour and a well-timed trigger to prompt action.

A fundamental principle in behavioural economics emphasises the significance of reducing friction in the decision-making process.

By acknowledging the dynamic nature of reality as a spectrum rather than a fixed point, as described in the Amos Tversky quote, we are compelled to reevaluate traditional paradigms and embrace a more fluid understanding of human experiences.