Behavioral Economics
What is Behavioral Economics?
Behavioral economics combines elements of economics and psychology to understand how and why people behave the way they do.
You might be thinking that consumers are making their decisions rationally.
Harvard Professor Says 95% of Purchasing Decisions Are Subconscious.
Is your pre-approved consumer loan interest rate better than your competitors' rate?
You'd think this is a good enough offer.
No.
It is not.
The Brain Looks for Keywords.
In a world of infinite scrolling,
the brain filters for relevance:
- Is this a special offer for me?
- How much will I get?
This message lacks emotional pull.
It lacks personalization and concreteness.
Without strong behavioral triggers,
it is easily ignored.
Personalization is one of the strongest behavioral cues in short-form messages.
Emoji: An attention-grabbing push.
Vivid & Concrete offer:
Using the word “instantly” activates urgency and reward anticipation.
Direct CTA:
A simple, commanding call-to-action fits the behavioral principle of low-friction action-taking.
Where Does Behavioral Economics work?
Literally, E.V.E.R.Y.W.H.E.R.E.
People don’t make decisions rationally.
They justify them rationally.
Choices are driven by emotion, shaped by bias, influenced by context, and only later supported by logic.
That’s why Behavioral Economics works across many industries:
from banking and finance to retail,
e-commerce, fashion and even personal branding.
Now let’s see what that looks like in fashion email marketing.
Standard Copywriting
The subject line is too generic to spark curiosity or emotion.
There’s no urgency, tension, or time-based trigger in the message.
Phrases like "confident" and "absolutely unforgettable" sound aspirational,
but they’re vague and overused.
It sells a product.
Behavioral Copywriting
The subject line is vivid and specific -
it creates immediacy.
"Legendary" reframes the event emotionally.
Finding the dress becomes part of the experience, not a task.
"Own the room" speaks directly to identity and status - powerful drivers of action.
The message doesn’t sell a dress.
It sells the moment, the transformation,
the self-image.
That’s behavioral psychology in action.
People don’t buy products.
They buy who they become.
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