Confirmation Bias

We tend to act economically in a way that confirms our current beliefs. When negotiating to buy exact same model of Mecedes, for example, current owners, who presumably already believe in value of a Mercedes, pay $7,000 more, on average, than new Mercedes customers. I'm sure you can imagine value of this knowledge to companies that sell high-priced items.

Extremeness Aversion

People seem to instinctively avoid extremes, according to research. Given a choice of televisions costing $300, $500, and $700, for example, not many buy $700 one. Add a $1200 television to choices, however, and more will then buy $700 one, because it is no longer most expensive one.

In information coming from these studies, you'll find much to help your sales and marketing efforts right now. You can also learn enough to protect yourself as a consumer. For more on behavioral economics, watch for "Why You Buy, Part Two."

7. Include your own picture on your ad copy. This will show people that you're not hiding behind your ad copy and will increase their trust. Also, include your contact information below picture and a brief statement or quote.

8. Tell your potential customers on your ad copy that you will donate a percentage of their purchase price to specific charity. This will show them you really care about people. They may just buy your product to donate to charity.

9. Ask your potential customers plenty of yes and no questions in your ad copy. The questions should remind them of their problem and make them think about what will happen if they don't purchase your product.

10. Tell your potential customers they will receive a free prize if they find five words in your ad copy that are misspelled or spelled backwards. The longer you can keep someone reading your copy greater chance of them purchasing.