들어가며 ························· 2

1부 — 첫인상·주목
01 초두효과 ···················· 4
02 후광효과 ···················· 6
03 처리 유창성 ················ 8
04 고립효과 ···················· 10
05 시각 위계 ·················· 12
06 자이가르닉 효과 ············ 14
07 칵테일파티 효과 ············ 16
08 색채 연상 ·················· 18
09 인지 부하 ·················· 20
10 배너 블라인드니스 ·········· 22

2부 — 가격·숫자
11 유인 상품 ·················· 24
12 선택지 미끼 ················ 26
13 가격-품질 추론 ············ 28
14 번들링 ······················ 30
15 프리미엄 전환 ·············· 32
16 구독·정액 설계 ············ 34
17 가격 분할 ·················· 36
18 대조 효과 ·················· 38
19 가격 정렬 ·················· 40
20 라운딩 vs 단수 ·········· 42

3부 — 신뢰·증거
21 사회적 증거 ················ 44
22 권위 효과 ·················· 46
23 희소성 연출 ················ 48
24 투명성 신뢰 ················ 50
25 후기·별점 ·················· 52
26 추천 라벨링 ················ 54
27 위험 제거 ·················· 56
28 신뢰 신호 ·················· 58
29 과시 가치 ·················· 60
30 마감 압박 ·················· 62

4부 — 행동 유도
31 목표 근접 ·················· 64
32 호기심 갭 ·················· 66
33 진행률 ······················ 68
34 이케아 효과 ················ 70
35 업셀·크로스셀 ·············· 72
36 소유 상상 ·················· 74
37 정체성 소비 ················ 76
38 수집 본능 ·················· 78
39 즉시 보상 ·················· 80
40 게임화 ······················ 82

5부 — 메시지·설득
41 '우리' 프레이밍 ·········· 84
42 일관성·약속 ················ 86
43 스토리텔링 ·················· 88
44 구체성 ······················ 90
45 2인칭 언어 ················ 92
46 이유 제시 ·················· 94
47 감각 언어 ·················· 96
48 명료한 CTA ·············· 98
49 솔직함의 역설 ·············· 100
50 손실 프레이밍 ·············· 102

6부 — 관계·충성
51 단순노출 ···················· 104
52 정서 연합 ·················· 106
53 브랜드 서사 ················ 108
54 절정-대미 ·················· 110
55 기대 효과 ·················· 112
56 습관 루프 ·················· 114
57 등급 멤버십 ················ 116
58 팬덤·일체화 ················ 118
59 감각 코드 ·················· 120
60 추천·입소문 ················ 122

나가며 ························· 124
참고문헌 ······················· 125