5 sneaky tricks marketers use to influence buying decisions

1. The rule of 3s: Why three just feels right

Have you ever noticed how things often come in threes? Three pricing plans. Three product benefits. Three-step processes. That’s because our brains love patterns, and three is the magic number for memory and decision-making.

How marketers use it:

• Websites highlight three key selling points instead of overwhelming you with a long list.

• Pricing pages typically show three plans, making the middle one feel like the best deal.

• Ad copy is often structured in threes. Think about Nikes "Just do it". It's quick to grasp, easy to remember, and just enough.

How to use it yourself:

• When designing a website or writing marketing copy, group things in threes to make them more digestible.

• Use three options to subtly guide people toward the one you want them to pick.

2. The IKEA effect: Why effort makes things feel valuable

Ever built IKEA furniture and felt oddly proud of it? That’s the IKEA effect at work. People place more value on things they feel like they've been part of creating.

How marketers use it:

• Customization options (like building your own sneaker or designing your meal kit) make people feel more invested.

• User-generated content (like product reviews or community contributions) increases loyalty.

• Interactive experiences (quizzes, progress trackers) make people feel like they’re part of the process.

How to use it yourself:

• Let users personalize and customize products or experiences.

• Encourage small interactions (e.g., filling out a short quiz before a purchase).

3. Affordability illusion: Making things feel cheaper than they are

Would you rather pay 360€ per year or 30€ per month? It’s the same price, but the second option feels more affordable. That’s the affordability illusion at work.

How marketers use it:

• Subscription models break costs into smaller, more digestible amounts.

• “Only $0.99 per day!” pricing makes big costs seem tiny.

• Payment plans reduce sticker shock.

How to use it yourself:

• If you’re selling something expensive, highlight the cost in smaller chunks.

• Frame pricing in a way that makes it feel like a no-brainer.

4. The paradox of choice: Too many options = no decision

People think they want more choices, but in reality, too many options lead to decision fatigue. If a menu has 20 items, you’ll struggle to pick. If it has 5, you’ll decide quickly.

How marketers use it:

• Simplified pricing tiers make it easier to choose.

• Limited-edition products reduce choice overload.

• Curated selections like bestsellers or staff picks guide decisions. Also, if others like it, why shouldn't you?

How to use it yourself:

• Reduce clutter on your website. Too many buttons or menu options can overwhelm users.

• If you sell products or services, highlight the best option instead of listing everything equally.

5. Price bias: Why expensive = better (even when it’s not)

People associate higher prices with higher quality, even when there’s no real difference. A $100 wine must be better than a $10 one, right? Not always, but our brains trick us into believing it.

How marketers use it:

• Premium brands use sleek design and minimalist branding to justify high prices.

• Higher prices create a sense of exclusivity and desirability.

• Scarcity marketing (“only 2 left!”) makes products feel more valuable.

How to use it yourself:

Let's say your a web designer creating high end websites. Clients will naturally believe it's better because it's more expensive compared to if you would charge half as much.

• If you’re selling a premium product or service, don’t undervalue it, your price should reflect the quality.

• Use elegant design and strong branding to reinforce perceived value.

Final thoughts

Marketing isn’t just about selling, it’s about understanding the psychology behind it. The next time you’re drawn to a product, think about why you want it. Is it the rule of 3s? The IKEA effect? A sneaky affordability trick?

And if you’re designing a website, writing copy, or selling something yourself, you can use these principles to guide people toward the right decision (ethically, of course).