Understanding Consumer Psychology

Are we irrational? Don’t know about you but I sure am.

Gmail has a feature where they empty the trash folder every 30 days.

I’ve known this for years.

Yet, every few days I go to the trash folder to empty it. It’s totally irrational.

Bigger point: when you think of your potential buyers as being totally rational you miss out on the super powerful underlying irrational currents that guide our decision making.