The goal gradient effect explains how individuals tend to increase their effort as they get closer to achieving a goal, which can significantly influence purchasing behavior. Understanding this psychological phenomenon can help businesses optimize their marketing strategies and enhance customer engagement.

The Fear-Avoidance Model explores how fear influences consumer behavior, particularly in purchasing decisions. It highlights the psychological mechanisms that lead individuals to avoid certain products or experiences due to fear of negative outcomes. Understanding this model can help marketers tailor their strategies to address consumer anxieties effectively.