1. Prospect Theory

1. When users suffer losses, it is due to the reflection effect. Preference for risk, willing to take a gamble between a certain loss and a gamble that may lead to greater losses.

2. When there is a profit, because of the "certainty effect", people will be risk-averse. Between a certain small profit and the possibility of huge benefits, but also the possibility of getting nothing, choose to take advantage of the situation. receive.

3. If the returns are small, people will be obsessed with small-probability events, changing from risk aversion to risk preference, and would rather bet on a big bonus. ——Lottery

4. People care more about losses than gains. Getting 100 yuan cannot make up for the pain of losing 100 yuan.

2. Preference theory.

What is preference theory. Obviously the benefits of doing so are huge, but the user's behavior deviates from this rational choice.

1. Status quo bias—familiarity brings liking and preference for the status quo. - Use it for a few days to check it out. If you are not satisfied, you can return or exchange it.

2. Proportional bias - preferring large proportions. ——Low unit price, proportional promotion, single item high amount promotion.

3. Cost-effectiveness bias - making customers feel that they are getting an advantage. —Give customers different options and let them compare which one is better.

4. Intertemporal bias—future returns must wait for a period of time to be received. Her value has been discounted. Some people want to enjoy themselves immediately, while others can be satisfied immediately.

5. When signing up for membership, issue coupons to offset sunk costs.

6. Design copywriting to guide the product to the user’s psychological account of money.