Title: 
Headings: 
What Really Affects Behavior?
What behavioral economics says is that emotion, context and situational factors influence our choices.
Informational guideposts
KISS or keep it simple, stupid
Information decoys
Gains and losses
Anchoring
Correspondence bias
Availability bias
Sensation transference
Social influences
Conclusion

Content: Bags fly free! ________________________________________________________________________________________________________________
The cost of zero
The conversation on free merits some additional thoughts. When something is free, people forget the downside, there isn't one! We talked about attention and context in bringing together the many voices that commented on Chris Anderson's Free. Your marketing material might be free, but it doesn't mean that it will be read and acted upon. What makes it useful is if the content is mapped to the buyer's decision journey, which is how it will play off its context or situational exposure to get attention and time. ________________________________________________________________________________________________________________
Anchoring
This is something non profits have learned to do well. If you've seen solicitations for donations by police associations, for example, you will see they pre-print amount levels. Something like $25, $50, $100. The suggestions take care of what in organizations we often refer to as "blank paper syndrome".