Prospect theory explains how decision making is influenced by risk

Definition:

Mastery is one of three important human motivators that the psychologist Daniel Pink outlines in his book Drive. Mastery is a powerful motivator because of the desire to improve ourselves and be challenged, but also to get into a flow state of mind where we become consumed by an activity. A study of 11,000 industrial scientists and engineers in the US found that the desire for intellectual challenge was the best predictor of productivity. See also autonomy and purpose.

Resources:

 

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing solutions – Which A/B testing tool should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.

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