marketing-psychology Skill for Claude Code: 72 Mental Models for Marketing

Makes Claude pick from 72 psychology and mental models to explain why people buy and how to influence them ethically in your marketing.

Installs: 169.2K; on skills.sh
Stars: 57.9K; on GitHub
Files: 1; besides SKILL.md
Updated: Oct 2026; last repo commit

marketing-psychology covers 72 mental models in six groups: foundational thinking, buyer psychology, persuasion, pricing, design and delivery, and growth. When you ask about biases, persuasion, why people buy, anchoring, social proof, scarcity or nudges, Claude picks the models that fit, explains the psychology, gives a marketing use and says how to apply it ethically.

It reads .agents/product-marketing.md first if that file exists, so advice fits your product. It ends with five task questions, such as what behavior you want to change and where the buyer is in the journey. The skill bundles one eval file and no scripts. For page-level work it points to the cro, pricing and copywriting skills.

Good for

Founders and marketers who want a reason behind a marketing choice, not just a tactic
Writers and designers who work on pricing, offers and landing pages
Claude Code users who already run the marketingskills set

Install marketing-psychology

Claude Code

Copy this prompt.

Install the marketing-psychology skill in Claude Code. Run this command:

npx skills add https://github.com/coreyhaines31/marketingskills --skill marketing-psychology

Then check that it loaded and tell me how to use it.

2
Paste it into Claude Code. It shows the change and asks before running it.

Requires Node.js.

From its listing on skills.sh. Source.

What's in the skill

When it loads

When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context. For applying psychology to specific pages, see cro; for pricing tactics, see pricing; for copy framing, see copywriting.

Sections in SKILL.md

How to Use This Skill
Foundational Thinking Models
First Principles
Jobs to Be Done
Circle of Competence
Inversion
Occam's Razor
Pareto Principle (80/20 Rule)
Local vs. Global Optima
Theory of Constraints
Opportunity Cost
Law of Diminishing Returns
Second-Order Thinking
Map ≠ Territory
Probabilistic Thinking
Barbell Strategy

Key facts

Author: Corey Haines (coreyhaines31/marketingskills)
License: MIT
Installs on skills.sh: 169,221 (Nov 2, 2026)
GitHub stars: 57,855 (Nov 2, 2026)
skills.sh audits: Gen Agent Trust Hub: pass, Socket: pass, Snyk: pass
Last commit: 2026-10-31
Files: SKILL.md plus evals/evals.json (1 bundled file)
Mental models: 72 in 6 groups
Version in SKILL.md: 2.0.0

What it includes

14 models such as first principles, jobs to be done, inversion and Pareto
Models that sharpen strategy and help you solve the right problem.
Read · Foundational thinking models
22 models such as sunk cost, endowment effect, default effect and social proof
Covers how people decide, from status-quo bias and the paradox of choice to social proof.
Read · Buyer psychology
13 models such as reciprocity, scarcity, anchoring, decoy and framing
Models for influencing behavior, including foot-in-the-door and door-in-the-face.
Read · Persuasion
5 models such as charm pricing, rule of 100 and good-better-best
Pricing effects and how to use them.
Read · Pricing psychology
10 models such as Hick's law, nudge theory, Fogg model and EAST
Models for shaping how a choice or action is presented.
Read · Design and delivery
8 models such as feedback loops, network effects, switching costs and flywheel
Models for compounding growth.
Read · Growth and scaling
5 questions about the behavior, beliefs, journey stage and blockers
Claude asks them to narrow down which models apply.
Read · Task questions

From the official docs

Questions

What does the marketing-psychology skill do?

It makes Claude apply 72 mental models to a marketing question. For each model it explains the psychology, gives a marketing use and suggests an ethical way to implement it.

How do I install it in Claude Code?

Use the install box above, which adds marketing-psychology from the marketingskills repo. The README also documents a Claude Code plugin route, /plugin marketplace add coreyhaines31/marketingskills then /plugin install marketing-skills, which installs every skill in the set.

What is an example prompt?

"Which cognitive biases could help my pricing page, and how do I use them without being pushy?" or "Why do people abandon the checkout step, and what would nudge them?"

Does it need other skills?

No. The SKILL.md only says to read .agents/product-marketing.md if that file exists, and the README calls the product-marketing skill the foundation of the set. Install product-marketing first if you want marketing-psychology to start from your product and audience details.

Does it work in the Claude app or Codex?

The README says the set works with Claude Code and Codex, and lists a Codex plugin route. For the Claude app it provides per-skill ZIP files on its Releases page, uploaded under Customize, Skills.

Does it need an API key?

No key is mentioned in the SKILL.md. It is instructions for Claude, plus one eval file.

Is it safe to install?

The skill bundles no scripts, only the SKILL.md and one eval file, and the SKILL.md asks Claude to give advice and ethical applications rather than run commands. Read the SKILL.md before you install it, as with any skill.

Information

updated Nov 2, 2026

Repository: coreyhaines31/marketingskills
Folder: skills/marketing-psychology

coreyhaines31/marketingskills skills.sh

Sources

Docs, issue trackers and discussions this page is built from.

Show all 4

SKILL.md · github.com
marketingskills README · github.com
skills.sh listing · skills.sh
GitHub repo · github.com