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Refund Effect
We spend refunds faster than our other money because they're already tagged for spending and are free of obligations.
Default Effect
In situations where we're unsure, distracted or tired, we'll opt for the default choice presented to us, even if it might not be in our best interests...
Autonomy Bias
Our deep need for control of our future means that, even when we're presented two options that we've had no say over, we're more likely to choose...
Self-Expression
We place high value on products that provide us even small ways to show off our identity and extend our sense of self beyond our human form...
Salience
Merely by having a bowl of salty nuts "salient" in eye view on a table you're sitting at, you're more likely to eat them. However, simply hiding them in the cupboard will dramatically reduce your snacking.
Round Pricing Preference
We prefer round prices like $10 for quality products over $9.75 because they feel more trustworthy and easier to process...