If You’re In Marketing, Here’s 9 Neuromarketing Concepts You Should Know About

We came across this great post from Tom Pestridge on LinkedIn about neuromarketing, and it really stood out to us.

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So, we wanted to share those insights with you!

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Great marketing isn’t just about listing features and hoping for conversions—it’s about understanding human psychology and using it to influence buying decisions.

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Here are the key neuromarketing concepts to keep in mind the next time you’re strategizing:

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1. The Framing Effect

How you phrase something changes how people perceive it.

Example: A product described as “95% fat-free” sounds healthier than “5% fat,” even though they mean the same thing.

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2. The Affordability Illusion

Breaking down a large number into smaller amounts makes it seem more reasonable.

Example: A $350 annual subscription sounds expensive, but when framed as “less than $1/day,” it feels more affordable.

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3. The Rule of 3

People almost never go for the cheapest option when there is a choice of three.

Example: A coffee shop offers three sizes: small ($2.50), medium ($3.50), and large ($4.00). Most customers pick the medium because it feels like the best deal.

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4. The IKEA Effect

People value things more if they contribute effort.

Example: Customizable meal kits or DIY furniture make customers feel more attached to the final product because they played a role in creating it.

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5. The Power of Free

People overvalue things that are free, even if they don’t need them.

Example: “Buy one, get one free” feels more enticing than “50% off two items,” even though they cost the same.

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6. The Contrast Effect

People perceive something as better value when placed next to a more expensive alternative.

Example: A $1,500 designer handbag seems like a good deal when displayed next to a $5,000 luxury handbag.

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7. The Paradox of Choice

Too many choices overwhelm buyers and lead to indecision.

Example: An online store offering their top 3 colour options for a product often sees higher sales than one offering 15 colours, as fewer choices reduce decision fatigue.

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8. Anchoring Bias

The first price you show will always influence perceived value.

Example: A product initially listed at $200, then “discounted” to $120, feels like a better deal than just listing it at $120 as the customer is “saving” 50%.

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9. The Endowment Effect

People value things more once they own them (or feel ownership).

Example: Free trials or “Try Before You Buy” programs increase commitment because customers already feel like the product is theirs and don’t want to give it up after using it, therefore are more likely to sign-up for the full subscription afterwards.