There is one point where psychology and product managers are highly integrated, and this point can be highly summarized in two words: human nature. One of the best product managers in the world, Zhang Xiaolong, who developed WeChat, once said a famous saying: Product managers should understand human nature like God.

The people who have the deepest understanding of human nature must be the ancestors of China. The ancient Chinese believed that human nature can be highly summarized in three words: simplicity, stability, and change.

Let’s talk about simplicity first. Simplicity means simplicity. An easy-to-use product must be extremely simple to operate, such as WeChat’s Shake. I found a girl named Tina who is three kilometers away. If you want to join me, you can shake it together. 1, 2, 3, shake! It must be shaken within 3 seconds, and then we will see a list, and the person we just shook is in it. We see that there are more than a dozen people in this list, the people we just shook together, and we can basically capture them. Product managers must study how to make a function into a minimalist experience, which is very difficult. Microsoft has made a philosophical summary: simplicity is the ultimate complexity. It's just that this complexity is beyond the imagination of users. In order to simplify a little function, the product manager had to fight with the programmers countless times.

No, it just doesn’t change. Unchanging means that the principles remain unchanged and the original intention remains unchanged. The original intention of QQ is to facilitate everyone to chat, and the original intention of Excel is to facilitate everyone to use tables for calculations. Over the years, it has not changed, and even the operation interface has been kept as unchanged as possible. Only by keeping this unchanging original intention can we go further in the ever-changing world! Those softwares that have changed over and over again, and every function has to be improved, have basically become a thing of the past.

Change is change. For product managers, the only sure thing is change. This change refers to the needs of users, which are constantly spreading, iterating, and evolving. Product managers must embrace this change. Today’s QQ and Excel functions are too powerful. There is no grass growing under the big trees. Software that overlaps with the functions of these epic software has basically no chance of survival. The moat is so high and deep that competitors do not even dare to challenge the upgrade. rise. It has truly reached the state of defeating the enemy without fighting.

Simple, no, change, these three words are summarized by the ancient Chinese. Many people know that this programming book is the originator of binary. The book is called I Ching, and it is the desk reading of many product managers.

1. Halo Effect (Love House and Crow)

Definition: In life, once we form a good or bad impression of a certain characteristic of someone, we will start to look at his other characteristics. When it comes to quality, they also tend to bring a similar attitude. That is, "if you like someone, you will like everything about him."

In the Honor of Kings game, a hero with more skins often represents its popularity. Some of the more difficult and less popular heroes have very few skins. Because the proportion of people who like this hero is too small, even fewer people are willing to spend money to buy skins.

The success of the Xiaomi ecosystem is also due to the fact that when people mention Xiaomi products, their first impression is linked to quality. Therefore, any product produced by Xiaomi is very popular, and the quality of Xiaomi's products is indeed very real.

2. Primacy psychology

Definition: Also known as the initial effect, in the formation of the overall impression, the information obtained initially has a greater impact than the information obtained later, that is, the first effect One impression almost determines others' overall impression of you.

When Momo first came out, many people used it to make appointments for nightclubs, discos, etc., so the impression it gave people gradually turned into a dating app.

Although Momo later spent a lot of money to change its brand image, if you want to install Momo in your mobile phone, others may still give you that evil smile.

There are similar examples. Kuaishou gives people the impression that the above video is relatively crude and low. In fact, if you take a look now, the overall improvement is very good, and the content quality is also very high. But things like impressions still cannot be changed. Pinduoduo also gave people the impression that counterfeit goods were rampant. Later, Pinduoduo spent a lot of money to rectify its suppliers and increase the intensity of audits and penalties for counterfeit goods. However, there are still friends who occasionally joke that they want to buy some Lei Bi from Bing Xixi.

3. Threshold effect (the mentality of trying to get more than you can afford)

Definition: Once a person accepts a trivial request from others, in order to avoid cognitive dissonance, or wants to give others With a consistent impression, it is possible to accept greater demands.

Under normal circumstances, people are reluctant to accept higher and more difficult requirements because it is time-consuming, laborious and difficult to succeed. On the contrary, people are willing to accept smaller, easier-to-fulfill requirements. After achieving the smaller requirements, people slowly accept larger requirements.

Application in the product: Set a reasonable participation threshold to facilitate the participation of target users and reduce churn.

Even if you don’t top up money on Tencent Video, there are some free video sources that you can watch. Of course, slightly higher-quality content is only available to members.

What is even more typical is that Qing Yu Nian’s TV series actually requires members to pay money to watch it, which can be said to be a typical overreach. Many members will spend money to buy the drama in order to support the genuine version and because the drama is very good to watch.

4. Barnum Psychology

Definition: Barnum Psychology believes that people are always particularly prone to believe a general description of themselves. Even if this description is very empty, people are still convinced that this is their true personality.

For example, Aquarius girls are kind and sensitive elves with weird ideas. (In fact, all girls will think so, haha)

Experienced product managers will give their product user groups a nice name and a sentimental slogan to give users a sense of collective belonging. And I also think that as long as I use this software, I am a group that is superior to others.

5. Bystander psychology

Definition: Bystander psychology is also called "responsibility diffusion psychology", that is, the presence of others reduces the possibility of an individual taking a certain action. These are the three A monk has no water to eat.

Pinduoduo’s very successful new recruitment subsidy provides each individual with a bonus for promoting fission. Avoid being on the sidelines when promoting your own products.

6. The 80/20 rule

Definition: The 80/20 rule, also known as the 80/20 rule, was discovered by Pareto, an Italian economist at the end of the 19th century and the beginning of the 20th century. He believes that in any group of things, the most important only accounts for a small part, about 20%, and the remaining 80%, although they are the majority, are secondary, so it is also called the 28/20 rule.

Regardless of games or software, often 20% of users will create 80% of the value. Especially in the field of e-commerce, basically 80% of GMV is contributed by 20% of loyal users.

Therefore, product managers must focus on serving the 20% of high-value users, and any activities and rewards prioritize the feelings of 20% of users. Don't chill their hearts.

Tencent Video’s advanced on-demand decision for the TV series "Celebrating More Than Years" really hurt the hearts of too many members.

7. Partner psychology

Definition: The efficiency of personal activities changes due to the participation of others. There are two manifestations: the increase in efficiency due to the addition of others, or the decrease in efficiency due to the addition of others.

Product application: Pinduoduo’s group-building gameplay takes advantage of this effect.

8. Birdcage logic

Definition: Hang a beautiful birdcage in the most conspicuous place in the room. In a few days, the owner will definitely make one of the following two choices One: Throw away the birdcage, or buy a bird and put it in the birdcage. This is the embodiment of inertial thinking.

Ele.me, some of Meituan’s red envelopes and coupons have this mentality. And as long as you order food, you will definitely be rewarded with red envelopes every time, and you can also send red envelopes to others.

As a result, many young people in cities have some Ele.me Meituan red envelope groups. Before ordering food, they go to the group to look for red envelopes sent by others.

In order to attract traffic, some merchants set up large amount of discount coupons, causing users to click and jump to the merchant's store. What is hateful is that almost all products of the merchant are discounted. Because discounts and full discounts conflict and you can’t have both, you can only choose one of the two.

9. Broken window effect

Definition: There is a phenomenon in psychological research called the "broken window effect". That is to say, if the windows of a house are broken, no one will repair them. , after a while, other windows will be broken inexplicably.

When ofo handled some of the deposit refund processes after the company had financial problems, it took a long time or did not care at all, which led to the incident and staged a spectacular scene of all deposit refunds.

14. Veblen Effect

Definition: It refers to the increase in consumer demand for a product due to its higher price. It reflects people's psychological desire for conspicuous consumption.

The higher the price of a product, the more favored it will be by consumers. The higher the price of a product, the more willing consumers are to buy it. It was first noticed by the American economist Veblen, so it was named the "Veblen effect".

This goes without saying.

10. Marginal effect

Definition: When a user consumes more of an item, the user is less willing to pay for the item or pay for it. This is The so-called marginal effect. For example, people feel the best when they eat the first bun, but as they eat more and more buns, their stomachs become fuller and fuller, and the satisfaction brought by the buns becomes smaller.

Online game CF started with an ordinary black Nepalese army knife, which required a payment of 15 yuan to be used for 7 days. At that time, users’ purchasing intention was also very high.

Later on, various weapon rewards were flying all over the place, and the free weapons were flashy and of much higher quality than the weapons purchased with money at the beginning.

Who is willing to spend money to buy equipment?

11. Zignik memory effect

Definition: Psychologist Bruma Zignik once assigned homework to a group of children. She only asked some of the children to complete the homework, and others Some deliberately stopped them midway.

After testing later, the children who did not complete the homework halfway remembered the content of the homework, while most of the children who completed the homework forgot the content of the homework. The conclusion of this experiment is: because the desire to complete is satisfied, people are more forgetful of completed work;

Let’s take games as examples (haha, sorry, I prefer playing games), chicken eating, King of Glory, etc. , almost all games must leave red dots where there are tasks or sign-in prompts, forcing you to click to sign in daily, receive gifts, read notifications, etc.

This also includes the red number of unread messages on WeChat. Normal people must click on all these red dots or numbers before they are satisfied. This is not obsessive-compulsive disorder, because only a small number of people don't click on it.

12. Color Psychology

Definition: Color can affect all aspects of people, such as perception, emotion, vision, memory, symbolism, emotion, etc., and is also widely used, including art. , games, sociology and other aspects have applications. Color often has psychological implications, and in application, color can be used to distinguish important information.

For entertainment products, youthful and beautiful colors such as red and yellow may be more suitable; for educational products, simple and elegant white, blue, etc. may be more suitable; for e-commerce products, bright red and purple colors may be suitable Colors with a strong sense of lively promotions are more suitable.

13. Mozart Effect

Definition: In 1993, Professor Gordon Shaw from the United States conducted an experiment. He had his students take a spatial reasoning test immediately after listening to a Mozart song. The test results showed that his students' spatial reasoning abilities improved significantly after listening to Mozart's songs. This is the Mozart effect.

This effect shows that music has very important magic power and can be effectively used to develop the potential of the human brain and influence people's emotions.

WeChat payment prompts, Alipay gold coin scattering prompts, and the gorgeous sound effects of clicking to receive gifts in many games are all designed using the mechanism of sound to increase user emotions.

14. Sunk capital

It is a cliché concept. People are often less likely to give up on things that have already paid a cost.

Sunk capital and threshold psychology can actually be well combined. For example, users are guided to recharge 99 yuan to become a gold member. When the user becomes a gold member, a platinum member with the original price of 199 is prompted. Gold members only need to pay 59 yuan to upgrade.

I think few people would refuse this kind of routine.

That’s all I can think of for now.

The sale of any product is achieved under the influence of consumer psychology, so psychology and consumption have too many relationships. Even ordinary people know this. But this cannot be said to be bad. But the relationship between consumption and psychology should be established on a correct and rational level. . . In a large country with a large population, no matter what method you use, the key to being able to do well is to be a good person. Word of mouth is the most acceptable and safe sales for consumers

Everyone is a product. Since it is a product, it will have advantages and disadvantages, so it takes time to polish it, so psychology makes the product better. Good direction to go!

1. Market analysis: Understand the market demand based on Maslow's demand theory analysis, which is based on which aspects of the user's needs the business meets, and understand the fundamentals of the business;

2. User scenarios: Simulate user scenarios and analyze user psychology based on user basic portraits. Users at different levels and with different characteristics will have different needs. Product managers need to figure out user psychology and needs based on user characteristics, so as to design products that meet their inner needs. ;

3. Product design: The results of the design plan also need to be analyzed by users to analyze whether the design plan is what the users need or is the optimal solution

The product manager can be a god, It can also be the devil. Please use the resources and power in your hands with caution, and remember that you are a human being, just like other ordinary people living on the earth, just an ordinary person!

Products must be linked to people. As long as it involves the relationship between people, psychology is inseparable. Sometimes there is a deep connection between people and things, and also with psychology. Credits are not awarded.