code-ai-installer 3.0.0 → 4.0.0

package/domains/content/locales/en/.agents/skills/marketing-psychology/SKILL.md

@@ -1,399 +1,399 @@
----
-name: marketing-psychology
-description: Behavioral science and mental models for marketing decisions — psychological triggers with scoring by leverage and feasibility
----
-# Marketing Psychology
-
-## When to use
-- During **strategy development** — choosing positioning, messaging, and funnel structure based on psychology.
-- During **brief creation** — deciding which triggers and models to embed in the content.
-- During **copywriting** — applying specific persuasion techniques.
-- During **CTA optimization** — selecting a psychological lever for conversion.
-- During **designing email series** — sequencing triggers across stages.
-- During **competitor analysis** — evaluating which psychological tactics they use.
-
-## Inputs
-
-| Field | Required | Description |
-|-------|:--------:|-------------|
-| Target Audience Persona | ✅ | From `$audience-analysis` — pain points, triggers, barriers, JTBD |
-| Business Goal | ✅ | Awareness / leads / conversion / retention |
-| Funnel Stage | ✅ | TOFU / MOFU / BOFU — determines the set of models |
-| Content Type | ✅ | Post / email / landing page / ad / carousel |
-| Product / Offer | ⬚ | What is being promoted — to tie models to specifics |
-| Constraints | ⬚ | Legal, ethical, brand — what is not allowed |
-
-> Psychology without persona = blind manipulation. Always start with audience understanding.
-
----
-
-## Psychological Models and Triggers
-
-### Models Catalog
-
-#### 1. Reciprocity
-**Essence:** When someone receives value for free, they feel obligated to return the favor.
-**How to apply:** Provide value BEFORE asking: free guide, tool, checklist, consultation.
-**Leverage:** High (TOFU/MOFU)
-**Example:** "Download the free 50-point checklist" → then "Try our tool"
-
-#### 2. Social Proof
-**Essence:** People follow the actions of others, especially those similar to themselves.
-**Types:**
-- **Numerical:** "10,000+ followers", "Used by 500+ companies"
-- **Authoritative:** "Recommended by [expert]", "As featured in Forbes"
-- **Peer:** "Marketers from [your niche] have already switched"
-- **Testimonial:** A specific customer quote with a result
-- **Case study:** A detailed success story
-**Leverage:** Very High (MOFU/BOFU)
-**Example:** "847 SaaS companies increased retention by 23% in Q1"
-
-#### 3. Scarcity
-**Essence:** Limited availability makes something seem more valuable.
-**Types:**
-- **By quantity:** "Only 12 spots left"
-- **By time:** "Ends Friday", "Last 24 hours"
-- **By access:** "Only for the first 100", "Closed access"
-**Leverage:** High (BOFU)
-**⚠️ Rule:** Scarcity must be **real**. Fake scarcity = losing trust forever.
-**Example:** "Enrollment closes on Friday — 7 spots left out of 50"
-
-#### 4. Loss Aversion
-**Essence:** The pain of losing is twice as powerful as the pleasure of gaining (Kahneman & Tversky).
-**How to apply:** Show what the person loses if they DO NOT act.
-**Leverage:** Very High (MOFU/BOFU)
-**Example:** "Every day without automation is 3 hours of lost time. That's 60 hours a month."
-**⚠️ Balance:** Do not overdo it — excessive fear → rejection. Show the loss → immediately provide the solution.
-
-#### 5. Anchoring
-**Essence:** The first number/fact establishes a frame of reference for evaluating everything that follows.
-**How to apply:** First state a high price / major problem → then present the alternative.
-**Leverage:** High (BOFU, pricing)
-**Example:** "An agency charges $5000/mo. Our tool is $99/mo. Same result."
-
-#### 6. Authority
-**Essence:** People trust experts, opinion leaders, and institutions.
-**How to apply:** Demonstrate expertise: research, expert quotes, certificates, media mentions.
-**Leverage:** High (TOFU/MOFU)
-**Example:** "According to McKinsey (2026)...", "Recommended by [famous expert]"
-
-#### 7. Commitment & Consistency
-**Essence:** People strive to be consistent: if they say "yes" to a small request, they are more likely to say "yes" to a larger one.
-**How to apply:** Start with a small request (subscribe) → then a large one (buy). Foot-in-the-door technique.
-**Leverage:** Medium-High (entire funnel)
-**Example:** "Download free checklist" → "Register for webinar" → "Start trial" → "Subscribe"
-
-#### 8. Curiosity Gap
-**Essence:** The brain dislikes incompleteness and seeks to close information gaps.
-**How to apply:** Start a story/fact but withhold the conclusion → CTA = learn more.
-**Leverage:** Very High (TOFU — hooks, subject lines)
-**Example:** "87% of marketers make this mistake. Check — do you?"
-**⚠️ Rule:** The curiosity gap must be **closed** within the content. Unclosed gap = clickbait → lost trust.
-
-#### 9. Framing Effect
-**Essence:** The same information presented differently elicits different decisions.
-**Types:**
-- **Positive frame:** "95% of customers are satisfied" (highlights success)
-- **Negative frame:** "Stop wasting 5 hours a week on manual work" (highlights loss)
-- **Temporal frame:** "Just 15 minutes a day" vs "90 hours a year"
-**Leverage:** High (any stage)
-**Example:** "Save 30%" (positive) vs "Stop overpaying by 30%" (negative) — the second is stronger.
-
-#### 10. Endowment Effect
-**Essence:** People value what they already "have" more than what they do not possess.
-**How to apply:** Let them try for free → the person won't want to lose what they're already using.
-**Leverage:** High (BOFU — trials, freemium)
-**Example:** "14 days free. Set up in 5 minutes" → after trial: "Don't lose your settings and data — upgrade to a paid plan"
-
-#### 11. Paradox of Choice
-**Essence:** Too many options → decision paralysis → they choose nothing.
-**How to apply:** Limit choices: 2-3 options, one recommended. A single primary CTA.
-**Leverage:** High (BOFU — pricing, CTA)
-**Example:** Pricing page: 3 plans, middle one = "Most Popular". Not 7 plans.
-
-#### 12. Bandwagon Effect
-**Essence:** The more people doing X, the more others want to do X.
-**How to apply:** Show momentum: "500 people joined in the last week", "The top trend of 2026".
-**Leverage:** Medium-High (TOFU/MOFU)
-**Example:** "2000+ marketers joined this month — get on board"
-
-#### 13. Zeigarnik Effect
-**Essence:** Unfinished tasks are remembered better than completed ones.
-**How to apply:** Open loops in content, series, "part 1 of 5", progress bars.
-**Leverage:** Medium (retention, series)
-**Example:** "In the next email — the 3rd step that doubled conversion. Don't miss it."
-
-#### 14. IKEA Effect
-**Essence:** People value things they helped create more than objective worth.
-**How to apply:** Involve them in creation: "Customize your plan", "Build your bundle", calculators, quizzes.
-**Leverage:** Medium (MOFU — interactive content)
-**Example:** "Take a 2-minute quiz → get a personalized plan"
-
-#### 15. Peak-End Rule
-**Essence:** People judge experiences largely based on how they felt at the peak and at the end. The middle is forgotten.
-**How to apply:** Insert a WOW moment in the middle of the content + a strong finish (CTA).
-**Leverage:** Medium (content structure)
-**Example:** Carousel: slide 5 = shocking fact (peak), slide 10 = powerful CTA (end)
-
----
-
-## Scoring System — Leverage × Feasibility
-
-### How to select models for a specific task
-
-Evaluate each model on 2 axes (scale 1-5):
-
-| Axis | 1 | 3 | 5 |
-|------|---|---|---|
-| **Leverage** (impact strength) | Weak influence on audience | Moderate | Direct influence on decision |
-| **Feasibility** (ease of execution) | Hard to implement (needs data, budget, time) | Moderate | Easy to embed in content |
-
-**Score = Leverage × Feasibility** (max 25)
-
-### Prioritization Matrix
-
-| Score | Priority | Action |
-|:-----:|----------|--------|
-| 20-25 | 🟢 **Must Use** | Mandatory to apply |
-| 12-19 | 🔵 **Should Use** | Recommended if resources allow |
-| 6-11 | 🟡 **Could Use** | Use if convenient |
-| 1-5 | ⬚ **Skip** | Not worth the effort |
-
-### Scoring by Funnel Stage (Recommendations)
-
-| Model | TOFU | MOFU | BOFU | Retention |
-|-------|:----:|:----:|:----:|:---------:|
-| Reciprocity | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐ |
-| Social Proof | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
-| Scarcity | ⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ |
-| Loss Aversion | ⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
-| Anchoring | ⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ |
-| Authority | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ |
-| Commitment | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
-| Curiosity Gap | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐ |
-| Framing | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ |
-| Endowment | ⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
-| Paradox of Choice | ⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ |
-| Bandwagon | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐ |
-| Zeigarnik | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ |
-| IKEA Effect | ⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ |
-| Peak-End | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
-
----
-
-## Model Combinations by Tasks
-
-### Landing Page (conversion)
-**Recommended stack:** Authority + Social Proof + Loss Aversion + Scarcity + Anchoring
-```
-[Authority] "According to McKinsey..."
-[Loss Aversion] "You're losing 60 hours a month on manual work"
-[Social Proof] "500+ companies have already automated"
-[Anchoring] "Agency = $5000/mo. Us = $99/mo"
-[Scarcity] "Price increases in 3 days"
-```
-
-### Email Series (nurturing)
-**Recommended stack:** Reciprocity → Commitment → Social Proof → Loss Aversion → Scarcity
-```
-Email 1: [Reciprocity] Free guide
-Email 2: [Commitment] Quiz / checklist (small action)
-Email 3: [Social Proof] Client case study
-Email 4: [Loss Aversion] What you lose without the solution
-Email 5: [Scarcity] Offer with a deadline
-```
-
-### Social Media Post (awareness)
-**Recommended stack:** Curiosity Gap + Authority + Bandwagon
-```
-[Curiosity Gap] Hook: "87% of marketers make this mistake"
-[Authority] Data from a study
-[Bandwagon] "Join 10K+ followers"
-```
-
-### Carousel (education + engagement)
-**Recommended stack:** Curiosity Gap + Peak-End + Zeigarnik + Commitment
-```
-Slide 1: [Curiosity Gap] Hook headline with intrigue
-Slide 2-4: [Commitment] Content (micro-yesses: "Did you know? → No? → Here it is:")
-Slide 5: [Peak-End] Peak insight / shocking fact
-Slide 9-10: [Peak-End] Strong finish + CTA
-[Zeigarnik] "Part 2 — tomorrow" (if part of a series)
-```
-
-### Pricing Page
-**Recommended stack:** Anchoring + Paradox of Choice + Social Proof + Endowment
-```
-[Anchoring] Show the most expensive plan first
-[Paradox of Choice] 3 plans (not 7), middle = "Most Popular"
-[Social Proof] "The choice of 70% of clients"
-[Endowment] "14 days free — start right now"
-```
-
----
-
-## Protocol
-
-### Step 1 — Context
-1. Identify the persona, business goal, funnel stage, and content type.
-2. Identify constraints (ethical, legal, brand).
-
-### Step 2 — Model Selection
-1. Using the funnel scoring table — select **3-5 models** with the highest leverage for the stage.
-2. For each — evaluate **feasibility** (do you have data for social proof? is the scarcity real?).
-3. Calculate **Score = Leverage × Feasibility**.
-4. Sort them. Select the **top-3** (Must Use + Should Use).
-
-### Step 3 — Application
-1. Determine **where in the content** to apply each model (hook / body / CTA / P.S.).
-2. For each — draft **specific wording** (not abstract concepts, but actual text).
-3. Verify **ethics** (see below).
-
-### Step 4 — Combination
-1. Ensure models **do not conflict** (Scarcity + "we're for everyone" = conflict).
-2. Ensure there are **no more than 3-4** models per single content unit (overload → manipulative).
-3. Structure the **sequence**: from soft (Curiosity, Authority) to hard (Scarcity, Loss Aversion).
-
-### Step 5 — Ethical Check
-Go through the checklist:
-- [ ] Scarcity is real (not a fake deadline)?
-- [ ] Social proof is truthful (no fabricated numbers)?
-- [ ] Loss aversion is not excessive (shows loss, but doesn't resort to fear-mongering)?
-- [ ] Curiosity gap is closed within the content (no clickbait)?
-- [ ] The person **will not regret** their decision afterward (the value is real)?
-
-> **Rule:** If a model only works through deception — do not use it. Ethical psychology = demonstrating **real** value more effectively.
-
----
-
-## Ethical Boundaries
-
-| ✅ Ethical | ❌ Unethical |
-|-----------|------------|
-| Real scarcity (spots are actually limited) | Fake countdown timer resetting automatically |
-| Social proof with real figures | Fabricated reviews and numbers |
-| Loss aversion: showing the real cost of inaction | Fear-mongering: intimidation without a solution |
-| Curiosity gap closed within the text | Clickbait: hook with zero substance |
-| Anchoring using actual competitor prices | Inflating "original" prices to hallucinate a discount |
-| Reciprocity: providing value for free | Guilt-tripping: "we gave, now you owe us" |
-| Framing: deciding on the presentation angle | Distorting data via cherry-picking |
-
----
-
-## Validation (Quality Gate)
-
-Application of psychology is considered ready if:
-
-- [ ] Persona is defined (models are tied to specific pain points/triggers)
-- [ ] 2-4 models selected (no more — prevent overload)
-- [ ] For each model: Score (Leverage × Feasibility) is calculated
-- [ ] For each model: specific wording is created (no abstractions)
-- [ ] Models do not conflict with each other
-- [ ] Sequence flows reasonably: soft → hard
-- [ ] Ethical check passed (5 items)
-- [ ] Curiosity gaps are closed within the content
-- [ ] Scarcity is real (if used)
-
-## Handoff
-
-| Consumer | How it's used |
-|-------------|---------------|
-| `$content-brief` | Models are listed in the "Key Points" / "CTA" section |
-| `$cta-optimization` | Psychological trigger → CTA wording |
-| `$storytelling-framework` | Models are embedded in the narrative structure |
-| `$headline-formulas` | Curiosity Gap, Loss Aversion, Social Proof → headlines |
-| `$email-copywriting` | Models mapped across stages of the email series |
-| `$email-engagement-tiers` | Different models for different tiers (urgency for D, exclusivity for A) |
-
-## Integration with other skills
-
-| Skill | Interaction |
-|------|----------------|
-| `$audience-analysis` | **Source:** pain points, triggers, barriers → model selection |
-| `$content-brief` | **Consumer:** models as part of the brief |
-| `$cta-optimization` | **Consumer:** trigger → CTA |
-| `$storytelling-framework` | **Consumer:** models in narrative (PAS = Loss Aversion, BAB = Framing) |
-| `$headline-formulas` | **Consumer:** models in headlines |
-| `$email-copywriting` | **Consumer:** model stack mapped out across series |
-| `$email-engagement-tiers` | **Consumer:** different models across tiers |
-| `$competitor-content-analysis` | **Source:** which models competitors use |
-
-## Anti-patterns
-
-| Mistake | Why it's bad | How to do it right |
-|--------|-------------|---------------|
-| 7+ models in one post | Manipulative overload, leads to rejection | 2-4 models maximum |
-| Fake scarcity | Permanent loss of trust | Only use real limitations |
-| Curiosity without closure | Clickbait → unfollowing | Always close the gap in the content |
-| Only negative framing | Fear → rejection | Balance: expose the loss → provide the solution |
-| Psychology without persona | Tactics miss the mark | Tie models directly to specific audience pains |
-| Loss aversion for Tier A | VIPs don't need to be intimidated | Tier A = Exclusivity and reciprocity |
-| Scarcity for TOFU | Cold traffic won't buy under pressure | Scarcity = BOFU. TOFU = Curiosity, Authority |
-| Copying without adaptation | "Only 3 spots left" for SaaS with unlimited tier | Ensure scarcity remains plausible |
-
-## Output Template
-
-```
-### Marketing Psychology — [Content / Campaign]
-
-**Persona:** [from $audience-analysis]
-**Funnel Stage:** [TOFU / MOFU / BOFU]
-**Content Type:** [post / email / landing page / carousel / ad]
-**Goal:** [awareness / leads / conversion / retention]
-
----
-
-#### Models Scoring
-
-| # | Model | Leverage (1-5) | Feasibility (1-5) | Score | Priority |
-|---|--------|:--------------:|:------------------:|:-----:|:---------:|
-| 1 | [model] | [N] | [N] | [N] | 🟢 Must |
-| 2 | [model] | [N] | [N] | [N] | 🔵 Should |
-| 3 | [model] | [N] | [N] | [N] | 🔵 Should |
-| 4 | [model] | [N] | [N] | [N] | 🟡 Could |
-
----
-
-#### Selected Models (top-3)
-
-**Model 1: [Name]**
-- **Where:** [hook / body / CTA / P.S.]
-- **Wording:** "[specific wording text]"
-- **Tied to Persona:** [which pain point/trigger is activated]
-
-**Model 2: [Name]**
-- **Where:** [position in content]
-- **Wording:** "[specific wording text]"
-- **Tied to Persona:** [pain point/trigger]
-
-**Model 3: [Name]**
-- **Where:** [position in content]
-- **Wording:** "[specific wording text]"
-- **Tied to Persona:** [pain point/trigger]
-
----
-
-#### Sequence in Content
-
-```
-[Hook] → Model [X] (soft: Curiosity / Authority)
-[Body] → Model [Y] (medium: Social Proof / Framing)
-[CTA]  → Model [Z] (hard: Loss Aversion / Scarcity)
-```
-
----
-
-#### Ethical Check
-
-| Criterion | Status |
-|----------|--------|
-| Scarcity is real | ✅/❌/N/A |
-| Social proof is truthful | ✅/❌/N/A |
-| Loss aversion is not excessive | ✅/❌ |
-| Curiosity gap is closed | ✅/❌/N/A |
-| Value is real | ✅/❌ |
-
-**Ethics: PASS ✅ / FAIL ❌**
-
-**→ Hand over to `$content-brief` / `$cta-optimization` / Copywriter**
-```
+---
+name: marketing-psychology
+description: Behavioral science and mental models for marketing decisions — psychological triggers with scoring by leverage and feasibility
+---
+# Marketing Psychology
+
+## When to use
+- During **strategy development** — choosing positioning, messaging, and funnel structure based on psychology.
+- During **brief creation** — deciding which triggers and models to embed in the content.
+- During **copywriting** — applying specific persuasion techniques.
+- During **CTA optimization** — selecting a psychological lever for conversion.
+- During **designing email series** — sequencing triggers across stages.
+- During **competitor analysis** — evaluating which psychological tactics they use.
+
+## Inputs
+
+| Field | Required | Description |
+|-------|:--------:|-------------|
+| Target Audience Persona | ✅ | From `$audience-analysis` — pain points, triggers, barriers, JTBD |
+| Business Goal | ✅ | Awareness / leads / conversion / retention |
+| Funnel Stage | ✅ | TOFU / MOFU / BOFU — determines the set of models |
+| Content Type | ✅ | Post / email / landing page / ad / carousel |
+| Product / Offer | ⬚ | What is being promoted — to tie models to specifics |
+| Constraints | ⬚ | Legal, ethical, brand — what is not allowed |
+
+> Psychology without persona = blind manipulation. Always start with audience understanding.
+
+---
+
+## Psychological Models and Triggers
+
+### Models Catalog
+
+#### 1. Reciprocity
+**Essence:** When someone receives value for free, they feel obligated to return the favor.
+**How to apply:** Provide value BEFORE asking: free guide, tool, checklist, consultation.
+**Leverage:** High (TOFU/MOFU)
+**Example:** "Download the free 50-point checklist" → then "Try our tool"
+
+#### 2. Social Proof
+**Essence:** People follow the actions of others, especially those similar to themselves.
+**Types:**
+- **Numerical:** "10,000+ followers", "Used by 500+ companies"
+- **Authoritative:** "Recommended by [expert]", "As featured in Forbes"
+- **Peer:** "Marketers from [your niche] have already switched"
+- **Testimonial:** A specific customer quote with a result
+- **Case study:** A detailed success story
+**Leverage:** Very High (MOFU/BOFU)
+**Example:** "847 SaaS companies increased retention by 23% in Q1"
+
+#### 3. Scarcity
+**Essence:** Limited availability makes something seem more valuable.
+**Types:**
+- **By quantity:** "Only 12 spots left"
+- **By time:** "Ends Friday", "Last 24 hours"
+- **By access:** "Only for the first 100", "Closed access"
+**Leverage:** High (BOFU)
+**⚠️ Rule:** Scarcity must be **real**. Fake scarcity = losing trust forever.
+**Example:** "Enrollment closes on Friday — 7 spots left out of 50"
+
+#### 4. Loss Aversion
+**Essence:** The pain of losing is twice as powerful as the pleasure of gaining (Kahneman & Tversky).
+**How to apply:** Show what the person loses if they DO NOT act.
+**Leverage:** Very High (MOFU/BOFU)
+**Example:** "Every day without automation is 3 hours of lost time. That's 60 hours a month."
+**⚠️ Balance:** Do not overdo it — excessive fear → rejection. Show the loss → immediately provide the solution.
+
+#### 5. Anchoring
+**Essence:** The first number/fact establishes a frame of reference for evaluating everything that follows.
+**How to apply:** First state a high price / major problem → then present the alternative.
+**Leverage:** High (BOFU, pricing)
+**Example:** "An agency charges $5000/mo. Our tool is $99/mo. Same result."
+
+#### 6. Authority
+**Essence:** People trust experts, opinion leaders, and institutions.
+**How to apply:** Demonstrate expertise: research, expert quotes, certificates, media mentions.
+**Leverage:** High (TOFU/MOFU)
+**Example:** "According to McKinsey (2026)...", "Recommended by [famous expert]"
+
+#### 7. Commitment & Consistency
+**Essence:** People strive to be consistent: if they say "yes" to a small request, they are more likely to say "yes" to a larger one.
+**How to apply:** Start with a small request (subscribe) → then a large one (buy). Foot-in-the-door technique.
+**Leverage:** Medium-High (entire funnel)
+**Example:** "Download free checklist" → "Register for webinar" → "Start trial" → "Subscribe"
+
+#### 8. Curiosity Gap
+**Essence:** The brain dislikes incompleteness and seeks to close information gaps.
+**How to apply:** Start a story/fact but withhold the conclusion → CTA = learn more.
+**Leverage:** Very High (TOFU — hooks, subject lines)
+**Example:** "87% of marketers make this mistake. Check — do you?"
+**⚠️ Rule:** The curiosity gap must be **closed** within the content. Unclosed gap = clickbait → lost trust.
+
+#### 9. Framing Effect
+**Essence:** The same information presented differently elicits different decisions.
+**Types:**
+- **Positive frame:** "95% of customers are satisfied" (highlights success)
+- **Negative frame:** "Stop wasting 5 hours a week on manual work" (highlights loss)
+- **Temporal frame:** "Just 15 minutes a day" vs "90 hours a year"
+**Leverage:** High (any stage)
+**Example:** "Save 30%" (positive) vs "Stop overpaying by 30%" (negative) — the second is stronger.
+
+#### 10. Endowment Effect
+**Essence:** People value what they already "have" more than what they do not possess.
+**How to apply:** Let them try for free → the person won't want to lose what they're already using.
+**Leverage:** High (BOFU — trials, freemium)
+**Example:** "14 days free. Set up in 5 minutes" → after trial: "Don't lose your settings and data — upgrade to a paid plan"
+
+#### 11. Paradox of Choice
+**Essence:** Too many options → decision paralysis → they choose nothing.
+**How to apply:** Limit choices: 2-3 options, one recommended. A single primary CTA.
+**Leverage:** High (BOFU — pricing, CTA)
+**Example:** Pricing page: 3 plans, middle one = "Most Popular". Not 7 plans.
+
+#### 12. Bandwagon Effect
+**Essence:** The more people doing X, the more others want to do X.
+**How to apply:** Show momentum: "500 people joined in the last week", "The top trend of 2026".
+**Leverage:** Medium-High (TOFU/MOFU)
+**Example:** "2000+ marketers joined this month — get on board"
+
+#### 13. Zeigarnik Effect
+**Essence:** Unfinished tasks are remembered better than completed ones.
+**How to apply:** Open loops in content, series, "part 1 of 5", progress bars.
+**Leverage:** Medium (retention, series)
+**Example:** "In the next email — the 3rd step that doubled conversion. Don't miss it."
+
+#### 14. IKEA Effect
+**Essence:** People value things they helped create more than objective worth.
+**How to apply:** Involve them in creation: "Customize your plan", "Build your bundle", calculators, quizzes.
+**Leverage:** Medium (MOFU — interactive content)
+**Example:** "Take a 2-minute quiz → get a personalized plan"
+
+#### 15. Peak-End Rule
+**Essence:** People judge experiences largely based on how they felt at the peak and at the end. The middle is forgotten.
+**How to apply:** Insert a WOW moment in the middle of the content + a strong finish (CTA).
+**Leverage:** Medium (content structure)
+**Example:** Carousel: slide 5 = shocking fact (peak), slide 10 = powerful CTA (end)
+
+---
+
+## Scoring System — Leverage × Feasibility
+
+### How to select models for a specific task
+
+Evaluate each model on 2 axes (scale 1-5):
+
+| Axis | 1 | 3 | 5 |
+|------|---|---|---|
+| **Leverage** (impact strength) | Weak influence on audience | Moderate | Direct influence on decision |
+| **Feasibility** (ease of execution) | Hard to implement (needs data, budget, time) | Moderate | Easy to embed in content |
+
+**Score = Leverage × Feasibility** (max 25)
+
+### Prioritization Matrix
+
+| Score | Priority | Action |
+|:-----:|----------|--------|
+| 20-25 | 🟢 **Must Use** | Mandatory to apply |
+| 12-19 | 🔵 **Should Use** | Recommended if resources allow |
+| 6-11 | 🟡 **Could Use** | Use if convenient |
+| 1-5 | ⬚ **Skip** | Not worth the effort |
+
+### Scoring by Funnel Stage (Recommendations)
+
+| Model | TOFU | MOFU | BOFU | Retention |
+|-------|:----:|:----:|:----:|:---------:|
+| Reciprocity | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐ |
+| Social Proof | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
+| Scarcity | ⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ |
+| Loss Aversion | ⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
+| Anchoring | ⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐ |
+| Authority | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ |
+| Commitment | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
+| Curiosity Gap | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐ |
+| Framing | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ |
+| Endowment | ⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐⭐⭐ |
+| Paradox of Choice | ⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐⭐ | ⭐⭐⭐ |
+| Bandwagon | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐ |
+| Zeigarnik | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐ | ⭐⭐⭐⭐⭐ |
+| IKEA Effect | ⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ |
+| Peak-End | ⭐⭐⭐ | ⭐⭐⭐ | ⭐⭐⭐⭐ | ⭐⭐⭐⭐ |
+
+---
+
+## Model Combinations by Tasks
+
+### Landing Page (conversion)
+**Recommended stack:** Authority + Social Proof + Loss Aversion + Scarcity + Anchoring
+```
+[Authority] "According to McKinsey..."
+[Loss Aversion] "You're losing 60 hours a month on manual work"
+[Social Proof] "500+ companies have already automated"
+[Anchoring] "Agency = $5000/mo. Us = $99/mo"
+[Scarcity] "Price increases in 3 days"
+```
+
+### Email Series (nurturing)
+**Recommended stack:** Reciprocity → Commitment → Social Proof → Loss Aversion → Scarcity
+```
+Email 1: [Reciprocity] Free guide
+Email 2: [Commitment] Quiz / checklist (small action)
+Email 3: [Social Proof] Client case study
+Email 4: [Loss Aversion] What you lose without the solution
+Email 5: [Scarcity] Offer with a deadline
+```
+
+### Social Media Post (awareness)
+**Recommended stack:** Curiosity Gap + Authority + Bandwagon
+```
+[Curiosity Gap] Hook: "87% of marketers make this mistake"
+[Authority] Data from a study
+[Bandwagon] "Join 10K+ followers"
+```
+
+### Carousel (education + engagement)
+**Recommended stack:** Curiosity Gap + Peak-End + Zeigarnik + Commitment
+```
+Slide 1: [Curiosity Gap] Hook headline with intrigue
+Slide 2-4: [Commitment] Content (micro-yesses: "Did you know? → No? → Here it is:")
+Slide 5: [Peak-End] Peak insight / shocking fact
+Slide 9-10: [Peak-End] Strong finish + CTA
+[Zeigarnik] "Part 2 — tomorrow" (if part of a series)
+```
+
+### Pricing Page
+**Recommended stack:** Anchoring + Paradox of Choice + Social Proof + Endowment
+```
+[Anchoring] Show the most expensive plan first
+[Paradox of Choice] 3 plans (not 7), middle = "Most Popular"
+[Social Proof] "The choice of 70% of clients"
+[Endowment] "14 days free — start right now"
+```
+
+---
+
+## Protocol
+
+### Step 1 — Context
+1. Identify the persona, business goal, funnel stage, and content type.
+2. Identify constraints (ethical, legal, brand).
+
+### Step 2 — Model Selection
+1. Using the funnel scoring table — select **3-5 models** with the highest leverage for the stage.
+2. For each — evaluate **feasibility** (do you have data for social proof? is the scarcity real?).
+3. Calculate **Score = Leverage × Feasibility**.
+4. Sort them. Select the **top-3** (Must Use + Should Use).
+
+### Step 3 — Application
+1. Determine **where in the content** to apply each model (hook / body / CTA / P.S.).
+2. For each — draft **specific wording** (not abstract concepts, but actual text).
+3. Verify **ethics** (see below).
+
+### Step 4 — Combination
+1. Ensure models **do not conflict** (Scarcity + "we're for everyone" = conflict).
+2. Ensure there are **no more than 3-4** models per single content unit (overload → manipulative).
+3. Structure the **sequence**: from soft (Curiosity, Authority) to hard (Scarcity, Loss Aversion).
+
+### Step 5 — Ethical Check
+Go through the checklist:
+- [ ] Scarcity is real (not a fake deadline)?
+- [ ] Social proof is truthful (no fabricated numbers)?
+- [ ] Loss aversion is not excessive (shows loss, but doesn't resort to fear-mongering)?
+- [ ] Curiosity gap is closed within the content (no clickbait)?
+- [ ] The person **will not regret** their decision afterward (the value is real)?
+
+> **Rule:** If a model only works through deception — do not use it. Ethical psychology = demonstrating **real** value more effectively.
+
+---
+
+## Ethical Boundaries
+
+| ✅ Ethical | ❌ Unethical |
+|-----------|------------|
+| Real scarcity (spots are actually limited) | Fake countdown timer resetting automatically |
+| Social proof with real figures | Fabricated reviews and numbers |
+| Loss aversion: showing the real cost of inaction | Fear-mongering: intimidation without a solution |
+| Curiosity gap closed within the text | Clickbait: hook with zero substance |
+| Anchoring using actual competitor prices | Inflating "original" prices to hallucinate a discount |
+| Reciprocity: providing value for free | Guilt-tripping: "we gave, now you owe us" |
+| Framing: deciding on the presentation angle | Distorting data via cherry-picking |
+
+---
+
+## Validation (Quality Gate)
+
+Application of psychology is considered ready if:
+
+- [ ] Persona is defined (models are tied to specific pain points/triggers)
+- [ ] 2-4 models selected (no more — prevent overload)
+- [ ] For each model: Score (Leverage × Feasibility) is calculated
+- [ ] For each model: specific wording is created (no abstractions)
+- [ ] Models do not conflict with each other
+- [ ] Sequence flows reasonably: soft → hard
+- [ ] Ethical check passed (5 items)
+- [ ] Curiosity gaps are closed within the content
+- [ ] Scarcity is real (if used)
+
+## Handoff
+
+| Consumer | How it's used |
+|-------------|---------------|
+| `$content-brief` | Models are listed in the "Key Points" / "CTA" section |
+| `$cta-optimization` | Psychological trigger → CTA wording |
+| `$storytelling-framework` | Models are embedded in the narrative structure |
+| `$headline-formulas` | Curiosity Gap, Loss Aversion, Social Proof → headlines |
+| `$email-copywriting` | Models mapped across stages of the email series |
+| `$email-engagement-tiers` | Different models for different tiers (urgency for D, exclusivity for A) |
+
+## Integration with other skills
+
+| Skill | Interaction |
+|------|----------------|
+| `$audience-analysis` | **Source:** pain points, triggers, barriers → model selection |
+| `$content-brief` | **Consumer:** models as part of the brief |
+| `$cta-optimization` | **Consumer:** trigger → CTA |
+| `$storytelling-framework` | **Consumer:** models in narrative (PAS = Loss Aversion, BAB = Framing) |
+| `$headline-formulas` | **Consumer:** models in headlines |
+| `$email-copywriting` | **Consumer:** model stack mapped out across series |
+| `$email-engagement-tiers` | **Consumer:** different models across tiers |
+| `$competitor-content-analysis` | **Source:** which models competitors use |
+
+## Anti-patterns
+
+| Mistake | Why it's bad | How to do it right |
+|--------|-------------|---------------|
+| 7+ models in one post | Manipulative overload, leads to rejection | 2-4 models maximum |
+| Fake scarcity | Permanent loss of trust | Only use real limitations |
+| Curiosity without closure | Clickbait → unfollowing | Always close the gap in the content |
+| Only negative framing | Fear → rejection | Balance: expose the loss → provide the solution |
+| Psychology without persona | Tactics miss the mark | Tie models directly to specific audience pains |
+| Loss aversion for Tier A | VIPs don't need to be intimidated | Tier A = Exclusivity and reciprocity |
+| Scarcity for TOFU | Cold traffic won't buy under pressure | Scarcity = BOFU. TOFU = Curiosity, Authority |
+| Copying without adaptation | "Only 3 spots left" for SaaS with unlimited tier | Ensure scarcity remains plausible |
+
+## Output Template
+
+```
+### Marketing Psychology — [Content / Campaign]
+
+**Persona:** [from $audience-analysis]
+**Funnel Stage:** [TOFU / MOFU / BOFU]
+**Content Type:** [post / email / landing page / carousel / ad]
+**Goal:** [awareness / leads / conversion / retention]
+
+---
+
+#### Models Scoring
+
+| # | Model | Leverage (1-5) | Feasibility (1-5) | Score | Priority |
+|---|--------|:--------------:|:------------------:|:-----:|:---------:|
+| 1 | [model] | [N] | [N] | [N] | 🟢 Must |
+| 2 | [model] | [N] | [N] | [N] | 🔵 Should |
+| 3 | [model] | [N] | [N] | [N] | 🔵 Should |
+| 4 | [model] | [N] | [N] | [N] | 🟡 Could |
+
+---
+
+#### Selected Models (top-3)
+
+**Model 1: [Name]**
+- **Where:** [hook / body / CTA / P.S.]
+- **Wording:** "[specific wording text]"
+- **Tied to Persona:** [which pain point/trigger is activated]
+
+**Model 2: [Name]**
+- **Where:** [position in content]
+- **Wording:** "[specific wording text]"
+- **Tied to Persona:** [pain point/trigger]
+
+**Model 3: [Name]**
+- **Where:** [position in content]
+- **Wording:** "[specific wording text]"
+- **Tied to Persona:** [pain point/trigger]
+
+---
+
+#### Sequence in Content
+
+```
+[Hook] → Model [X] (soft: Curiosity / Authority)
+[Body] → Model [Y] (medium: Social Proof / Framing)
+[CTA]  → Model [Z] (hard: Loss Aversion / Scarcity)
+```
+
+---
+
+#### Ethical Check
+
+| Criterion | Status |
+|----------|--------|
+| Scarcity is real | ✅/❌/N/A |
+| Social proof is truthful | ✅/❌/N/A |
+| Loss aversion is not excessive | ✅/❌ |
+| Curiosity gap is closed | ✅/❌/N/A |
+| Value is real | ✅/❌ |
+
+**Ethics: PASS ✅ / FAIL ❌**
+
+**→ Hand over to `$content-brief` / `$cta-optimization` / Copywriter**
+```