High-effort
Taking up a lot of mental resources, attention or time. Usually something that is considered important is ‘high-effort’. Can also be referred to as ‘high-involvement’.
Low-effort
Doesn’t take up much mental space, perhaps not as important. Sometimes even automatic. Also called ‘low-involvement’.
Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (This is the American Marketing Association definition)
Mental resources
Brain power! Mental resources are referring to the mental energy we put towards things. I use a lot of mental resources when I’m writing new content. I use very few mental resources when I’m brushing my teeth.
Scarcity
The idea that something is limited or scarce. This could be time, quantity, items at a certain price (e.g., “only one ticket left at this price!”)….and our brains pay a lot of attention when we’re aware that resources may be running out.
Unsought good
Something you don’t want, but may have to buy at some point. Insurance, coffins, hemorrhoid cream….you get the idea.