The mobile marketing psychology guide

1. Loss aversion

Loss aversion is the psychological principle that people are more motivated to avoid losses than to acquire gains. 

Simply put, the pain of losing something is often more intense than the pleasure of gaining something similar. In the context of mobile engagement, this means that your users are highly sensitive to anything they might miss out on — whether that’s a special offer, a new feature, or exclusive content.

The fear of missing out (FOMO) is a common and effective expression of loss aversion that you can strategically leverage to your advantage. By highlighting what users stand to lose if they don’t act — such as missing out on a limited-time sale or a dwindling number of reward points — you inspire quicker, more decisive behavior.

When implemented effectively, loss aversion campaigns can significantly reduce cart abandonment, lead to repeat revenue opportunities, and increase customer lifetime value (LTV). Successful loss aversion tactics have also been shown to improve retention rates, as users associate your app with valuable offers they don’t want to miss.

2. Social identity theory/attachment theory

Social identity theory and attachment theory highlight the human need for connection, whether that’s feeling part of a community, aligning with a shared identity, or fostering loyalty toward a brand.

People don’t just want to buy products; they want to feel part of something meaningful. By fostering a sense of community and shared values, you can help users feel like they’re part of an exclusive group or mission. Tactics that promote this sense of connection include inviting user feedback, showcasing user stories, or creating community-focused events or content.

When you go “beyond the transactional,” people feel involved in your brand journey and they’re more likely to engage repeatedly.

By fostering a community where users feel valued and part of a collective, you strengthen user attachment and drive up both engagement and retention rates. Users who see your brand as “their” brand are also more likely to share content, participate in social activities, and even make referrals — all of which contribute to revenue growth and broader brand visibility.

3. Self-determination theory

Self-determination theory (SDT) posits that people are motivated to act when they feel autonomous and in control of their choices.

When users feel they can control aspects of their app experience, they’re more likely to stay engaged over time. Don’t just push content at users, but instead invite them to shape their engagement. Whether it’s selecting notification preferences, personalizing message content, or allowing them to opt in to specific types of notifications, giving users control leads to higher retention, as they’re more likely to perceive your app as user-friendly.

Users who feel in control of their experience are less likely to churn – an environment that can only be cultivated when engagement feels optional rather than forced. To this point, notifications that use personalized content have a 344% higher engagement rate than notifications that don't. As a bonus, a personalized experience leads to increased conversions and revenue, as users receive content that truly resonates with them.

4. Exploratory behavior

Exploratory behavior is the human tendency to seek out new experiences and uncover unknowns, a fundamental drive that’s rooted in curiosity and the desire for novelty.

By feeding users’ curiosity, you can keep them engaged and encourage repeated interactions with your app, creating a sense of anticipation about what will happen next. The appeal of curiosity is universal — everyone enjoys the thrill of discovering something new. Harness this by designing mobile campaigns that create mystery or anticipation. For example, gradually releasing features, teasing upcoming content, or unlocking exclusive items over time can all spark curiosity and keep users engaged.

By making users feel as if there’s always something more to explore, you begin to drive both short-term engagement and repeat visits, as users start to look forward to what new elements they’ll uncover next. Leveraging exploratory behavior can also lead to increased revenue (including cross-selling opportunities), as users are more likely to interact with premium features or exclusive content introduced through this approach.

5. Dopamine reward system

The dopamine reward system is the brain’s way of reinforcing behaviors that bring pleasure or satisfaction by releasing dopamine, a neurotransmitter associated with motivation and reward.

People are naturally drawn to the prospect of rewards, whether tangible or simply the sense of accomplishment they bring. By recognizing and celebrating users’ actions — such as reaching a milestone, completing a daily activity, or referring a friend — you create a feedback loop that keeps users motivated and active.

Leveraging the dopamine reward system means giving users something to strive for that keeps them actively engaged and excited about returning to your app. This concept is known as gamification, and it’s applicable to almost any type of app, not just gaming apps. Whether it’s points, badges, discounts, or exclusive perks, well-timed rewards can build anticipation and transform engagement into a habit.

Capitalizing on the dopamine reward system is a powerful method for increasing session frequency/duration, boosting community engagement, and increasing app loyalty. Users feel invested in their achievements and motivated to keep progressing, which can lead to higher revenue opportunities. Users are also more inclined to unlock premium features or make in-app purchases to reach rewards faster.

6. Priming effect

The priming effect is a psychological phenomenon where exposure to specific stimuli influences future behaviors, perceptions, and decisions.

By embedding brand-relevant hints or familiar elements into content, you can shape how users perceive future offers or features, making them more receptive to calls to action. Leveraging the priming effect is about introducing users to concepts, values, or benefits in advance, so that when a particular campaign or product launches, it feels familiar and desirable.

Priming works best when it’s subtle. Users might not consciously notice brand cues embedded in content, but over time, these cues influence their expectations and behaviors. For instance, sharing stories about or “around” a new feature’s benefits before its release can make users more eager to try it out when it goes live. By regularly exposing users to familiar ideas or messages, you create a sense of consistency that builds trust and keeps users engaged.

By priming users with carefully curated content and subtle brand cues, you can expect to see a smoother path to engagement and conversion when a campaign is officially launched. Users who are primed to recognize the brand’s messages are more likely to interact with content, adopt new features, and develop stronger brand recall moving forward.

7. Paradox of choice

The paradox of choice describes the phenomenon where offering too many options can actually overwhelm users, leading to decision paralysis.

When users are presented with a wide array of choices — whether it’s products, content, or actions — they may feel anxious or indecisive, often resulting in inaction. By simplifying choices and presenting clear, tailored recommendations, you make it easier for users to make decisions, increasing the likelihood of engagement and conversion.

This can be achieved by personalizing content to match individual user preferences, using data-driven recommendations, and guiding users toward the most relevant choices. Reducing complexity and highlighting a single action or product not only alleviates decision fatigue but also improves the user’s perception of your app as helpful and efficient.

Implemented successfully, harnessing the social validation theory can result in higher click-through rates, as users feel reassured by others’ positive experiences and are more motivated to explore featured content. Additionally, the increased trust and credibility fostered by community-driven content often leads to more user referrals and organic growth, as satisfied users are more likely to recommend your app to others.

8. Social validation theory

Social validation theory states that people are more likely to engage in a behavior if they see others doing it, particularly when they feel uncertain about a choice.

People look to others’ behaviors as a guide, especially when making choices or exploring new products. By showcasing popular items, top-rated content, or recommendations from other users, you reduce hesitation and create a sense of community. This sense of belonging to a larger community fosters real results. The presence of testimonials and user-generated content (UGC) has been shown to boost conversions by up to 34% on sales pages.

Social proof such as reviews, testimonials, or user-generated content is a powerful tool for boosting engagement. Leverage social proof across channels by emphasizing elements like ratings, trending products, and community-driven content. When users see that others have had positive experiences, they’re more inclined to follow suit, making them more likely to engage, convert, and stay loyal.

When you reduce the likelihood of abandonment due to indecision, you improve conversion rates by making decisions feel much more manageable. By addressing the paradox of choice, you can expect smoother user journeys, higher retention rates, and stronger brand loyalty, as users associate your app with a streamlined, hassle-free experience.

9. Scarcity heuristic

The scarcity heuristic is a cognitive shortcut that makes people place higher value on things that appear to be scarce or available for only a limited time.

As we discussed above with loss aversion, users are motivated to avoid loss, especially when they perceive something valuable might disappear. The difference between the two? Loss aversion focuses on the emotional impact of potential loss, where scarcity drives value through exclusivity.

By embedding urgency into messaging, you can capitalize on this driver to nudge users toward completing actions like purchases or sign-ups. This is especially effective in driving conversions and engagement around the holidays, as users feel compelled to take advantage of a fleeting opportunity. This “get it before it’s gone” mentality can be applied across channels by highlighting countdowns, limited stock notifications, or exclusive windows.

When users feel a sense of urgency, they’re more likely to engage and make decisions quickly, increasing conversion rates and immediate interactions. Leveraging scarcity helps boost short-term revenue and average order value (AOV) as users act faster to avoid missing out on something valuable.

10. Norm of reciprocity

The norm of reciprocity is the principle that when people receive something valuable, they feel a social obligation to return the favor.

People are naturally inclined to respond in kind when they receive something of value. For example, 64% of loyalty program members are willing to spend more money to maximize points earnings.

By offering users exclusive perks or valuable resources, you can encourage ongoing engagement and motivate users to take action as a way of “giving back.” This approach not only increases immediate engagement but also fosters a sense of loyalty, as users view your brand as generous and user-centric.

Leveraging reciprocity involves providing users with upfront value that’s relevant and appealing. This includes welcome offers, early access to new features, or additional resources that solve a user’s problem.

By activating reciprocity, you create a cycle of goodwill that enhances the user experience, improves purchase frequency, boosts customer lifetime value (LTV), and increases the likelihood of users sharing data (with the implied expectation of future rewards).

Did you know that one out of every five apps chooses OneSignal for their mobile engagement solution? To make the most of the psychological insights detailed in this guide, OneSignal offers a powerful platform that seamlessly brings these principles to life. With features that automate optimal send times, prevent over-messaging at scale, and allow you to orchestrate whatever sort of cross-channel magic you can imagine, we built this platform to help you build relationships.

It doesn’t matter if you’re launching a new feature, nurturing community, or enhancing user retention, OneSignal provides everything you need to turn each interaction into a compelling, and actionable experience for your users. We even let you get in on the fun for free, so you can make an informed decision for your next mobile engagement solution.