How Our Brain Makes Purchase Decisions & 5 Psychological Triggers for More Sales

Trick 01

We are social beings and tend to follow others. When we’re unsure if a product is good, we first look at reviews, testimonials, or recommendations.

Why it works:

• Our brain is programmed to avoid uncertainty, especially when we’re faced with a decision where we don’t have all the information. In these moments, we look for cues that help us assess the situation – and these are often the opinions of others. This is an evolutionary principle: in the past, we were more likely to survive if we followed the group – those who made decisions alone could quickly make mistakes in the wild. Today, this behavior shows up in our consumer habits: we rely on the experiences of others rather than taking the risk ourselves.

• That’s why Google reviews, social media testimonials, or “As seen on…” logos work so well. When other people speak positively about a product or service, it automatically seems more credible. According to a study by the Spiegel Research Center (Northwestern University, 2017), just one 5-star review increases the likelihood of a purchase by 270% compared to a product without any reviews. This shows how strongly our brain relies on social proof.

• Show real customer reviews, screenshots of DMs, or video testimonials.
• Use “5-star” symbols or real names to build trust.
• If you’re new to the market: Use case studies or your first pilot customers as references!

📌 Study

88% of people trust online reviews as much as personal recommendations.
Source: BrightLocal, 2023

Trick 02

Have you ever bought a product just because it said “Only 3 left!” or “Offer ends in 24 hours”?

You’re not alone – this is due to a psychological principle called Loss Aversion. Studies show that we feel losses much more strongly than equivalent gains (PDF: Kahneman & Tversky, 1979, Prospect Theory).

This means: People react much more quickly to the risk of missing out than to the prospect of gaining something.

• Fear of Missing Out (FOMO): We don’t want to miss the last chance at a great deal.
• Psychological pressure: A limited offer forces us to act quickly before it’s “too late.”
• Increased value through scarcity: When something is rare or hard to get, it automatically seems more valuable.

Examples where this phenomenon is commonly seen:

• Travel websites (“Only 2 rooms left!”)
• Online stores (“Offer ends today!”)
• Luxury brands (“Limited Edition – Only 500 pieces worldwide!”)
• Event tickets (“80% sold out – get your ticket now!”)

💡 Tip

Fake scarcity can quickly backfire. If you’re constantly shouting “Only today!” and repeat the same offer next week, you’ll lose credibility.

Trick 03

Have you ever caught yourself buying a product because it resonated with you on an emotional level? Maybe a brand that represents freedom, a design that excites you, or an advertisement that addresses your exact problem?

Why does that work?

• People don’t just buy products; they buy the feeling associated with them.
• Big brands like Apple, Nike, or Tesla don’t just sell technology or shoes – they sell a vision, a lifestyle, an identity.
• Emotions help us make decisions faster – our brain loves stories and images that create a connection.

• Sell a transformation, not just a product.
  ❌ “Our website is SEO optimized.”
  ✅ “Imagine your website bringing in new customers every month – without you having to do anything.”
• Use storytelling.
  Show how your product or service changes your customers’ lives. People remember stories, not features.
• Appeal to your target audience’s emotions.
  Is it about security? Freedom? Success? Stress relief? Use specific words and images that trigger that feeling.

Trick 04

Do you know that feeling when a price suddenly doesn’t seem so high when a more expensive product is placed next to it? Or when a bargain looks even more attractive next to an overpriced item?

Welcome to the contrast principle – a psychological effect that massively influences our perception of prices, products, and offers. Big brands and savvy sellers use it strategically to guide customers without forcing anything upon them.

Let’s take a closer look!

Our brain doesn’t evaluate things absolutely, but in relation to other options. This means:

• A product seems more expensive or cheaper depending on what we compare it to.
• A high-quality offer seems more affordable when a more exclusive (and expensive) version is placed next to it.
• A discount seems more attractive when the original price was set high enough.

Everyday examples show how the principle works:

• Luxury restaurants often have an extremely expensive dish on the menu that hardly anyone orders – but suddenly, the second most expensive dish seems like a “good deal.”
• Apple always presents the most expensive model first – when you see the next cheaper iPhone after that, it feels “affordable,” even though it’s still expensive.
• Fashion stores strategically place discounted items next to more expensive products to make the discount appear more significant.

1. Present your most expensive offer first.
   If you have multiple pricing models, show the most expensive one first. Customers who don’t want to buy it will perceive the cheaper options as more attractive afterward.
2. Work with “anchor prices.”
   Don’t just write “Product X costs €990,” but show the original price next to it (“€1,490 → now only €990″). This way, the new price feels cheaper.
3. Use comparisons cleverly.
   Offer packages where your middle option seems like the best value for money. A premium or starter package creates a deliberate perception.
4. Make discounts strategically visible.
   A product priced at €49 doesn’t seem like a bargain. But “Was €79, now only €49”? Suddenly, it looks like an amazing deal.

Trick 05

Why does a product never cost exactly €100, but instead €99.99 or €97? It’s not just clever marketing – it’s psychologically proven that people perceive prices ending in 9 or 7 as cheaper, even if the difference is minimal.

Why does that work?

• Our brain reads from left to right → The first number shapes our perception. €99 feels closer to €90 than to €100, even though the difference is just €1.
• “Non-round” prices appear thoughtful and optimized, while round prices seem more expensive.
• Prices with 7 or 9 feel like a deal – this is especially noticeable in e-commerce and digital products.

• Instead of €100 → set €99 or €97
• Break down prices on a daily basis (“Only €3 per day” instead of “€90 per month”).
• Deliberately end online product prices with 7 or 9 (e.g., €47, €97, €297).

💡 Good to know

Why are online courses often priced at €297 or €997 instead of €300 or €1,000?
Because our brain perceives the higher number as the “next level” – €1,000 feels much more expensive than €997, even though the difference is only €3.