Category Management
How Shrinkflation Impacts Shopper Perceptions
While it may seem like a small adjustment, shrinkflation has a big impact on how shoppers perceive both retailers and brands.
Read StoryTransforming outdated store layouts by using behavioural science
How can retailers adjust their store layouts to better meet the needs of today’s shoppers? The answer lies in embracing behavioural design principles.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/66c35e14d6d0b22f94790c06_ShopMar.png)
Shopper Marketing Challenges & Potential Solutions
In 2024, UK grocery brands and retailers face a rapidly evolving landscape influenced by economic pressures, digital transformation, and shifting behaviours
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/66bb252abf7dae63d355918b_Retail%20Media%204%20szd.png)
In-Store Retail Media Design Guide: Incorporating Psychological Principles
How to ensure that your retail media are not only visually appealing but also rooted in psychological principles that drive shopper behaviour.
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Incorporating Psychological Principles into In-Store Retail Media
Retail media allows brands to reach shoppers directly, right where and when they’re making purchase decisions. Here's how to incorporate shopper psychology
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/66bb1706e4475a8abc910291_Retail%20media%201%20szd.png)
An Introduction to Retail Media
Retail media has quickly become popular because it allows brands to target shoppers in a highly effective and immediate way, right where they’re buying.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/665736ed94e6af634365498d_Lion%20Main.png)
The Business Benefits of Behavioural Science Coaching
Understanding human behaviour is key to business success, this behavioural science coaching offers a powerful tool to unlock your organisation's full potential.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6627833941f153b66309decc_Untitled-3.png)
Behavioural Science & Shopper Psychology Workshops
Are you ready to unlock the power of Behavioural Science & transform your business with Shopper Psychology-based insights?
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c70c5d9551850eb49ffa_groupthink.%20banner.png)
The Medici Effect in Retail
In the grand Medici tradition, we help you bring together the best minds from various disciplines to create a renaissance in retail
Read StoryThe Magic of Packaging: How It Makes You Buy!
Think of a product's packaging like a book cover – it's the first thing you see, and it sets the tone for what's inside.
Read StoryMastering Shopper Psychology: Unleashing the Power to Influence Purchase Decisions!
Shopper Psychology training offers customisable modules to address your specific business challenges. Acquire the knowledge and tools to excel in your market
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/645a65a78d4af9f4742abd33_5%20Modes%20main.jpg)
Behavioural Science 101: Understanding the Mind of Shoppers
Behavioural Science offers a treasure trove of insights for brands and retailers seeking to connect with shoppers on a deeper level.
Read StoryThe Science of Category Management: Driving Profits through Shopper Insights
In this article, we explore the role of shopper psychology in category management and its potential to revolutionise retail strategy.
Read StoryThe Power of Packaging: How Design Influences Purchase Decisions
In the fiercely competitive world of retail, where consumers are bombarded with choices at every turn, packaging design has emerged as a critical element...
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/64e89315fdc166a8c20ea1a7_Shopper%20Psychology.png)
Elevate the Shopping Experience
Are you ready to discover the key to unlocking brand performance in-store? Adding a D.O.S.E of neuroscience can transform shopper perceptions.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/64e769604a21cf6bb0e92c53_Shopper%20Psychology.png)
Top 12 Challenges Facing Brands & Retailers & How Shopper Psychology Can Help
In the rapidly evolving landscape of shopper marketing, & retail, significant challenges are being faced by leading brands & retailers.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/64e36d0f30ca48b556bdb18f_Venn.png)
The Power of Shopper Psychology and Behavioural Science in Category Management
Key psychological factors that influence shopping behaviour and give both retailers and brands significant advantages in terms of sales, satisfaction & loyalty.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/64e32cc4b4549751a9ed2dcd_Shopper%20Psychology.png)
Unlocking Success: The Power of Shopper Psychology and Behavioural Science
In a world where customer expectations are rapidly evolving, using the science of shopping behaviour can tangibly invigorate your brand.
Read StoryProfessional Training In Shopper Psychology
A 90 minute online training course developed to give you and/or your organisation a practical, understanding of all aspects of Shopper Psychology.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/63baaf21a081fb31a7d05a2c_System1%20System2.png)
How to Create a More Shopper Oriented Path to Purchase In-Store
If brands and retailers do just one thing to improve their understanding of shopper behaviour, they should spend an hour in a store observing them
Read StoryAn introduction to Shopper Marketing
Shopper marketing is a key focus for brand marketing due to changing shopper behaviour and the technology led transformation of retail.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/645a819bd6836eae205b32bc_Brand%20blocking%20Main.png)
Vertical or Horizontal Brand Blocking - Which is right for you?
Imagine that you are in your local supermarket and want to buy a can of Cola [feel free to insert your category name instead]. Which would be more appealing?
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/645a806ddee84537abf3e79d_Packaging%20Colour%20Main.png)
The Science of Packaging Colour
Packaging plays a pivotal role in the success or failure of any product in a competitive market. Learn what stands out, attracts, engages or turns off shoppers!
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/655e08d90607da7c8653b0d6_BoubaKiki.png)
How Packaging Design Influences Taste Perceptions
Researchers have been examining the influence of packaging design on consumer taste impressions.
Read StoryHealth Washing: How Claims on Food Packaging alter Shopper Perceptions
A study has found that health claims on-pack, really do make us see a product as healthier, even if it's not actually healthy at all.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/645a7bb93285be8853348e86_Packaging%20Main.png)
Food Packaging Illusion that Nudges Shopper & Consumer Behaviour
Exaggerated portion sizes are generally pictured on the front of product packaging to stimulate food craving and influence shopper purchasing decisions.
Read StoryEffective Shopper Marketing Considerations
As retail becomes increasingly competitive, brands and retailers are finding new and innovative ways to attract and retain shoppers and consumers.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/645a65a78d4af9f4742abd33_5%20Modes%20main.jpg)
The 5 Modes of Shopping - How do People Buy Your Brand
When you understand how shoppers buy, you can influence what shoppers buy. Typically 40% of the footfall can be influencedc (but which 40%)?
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/645a61f5825dac71d25e5af3_SRP%20main.jpg)
Don't Miss This! Great SRP Opportunity
Shelf Ready Packaging (SRP) has become a popular choice for grocery and supermarket retailers in recent years.
Read StoryHow to maximise the effectiveness of your price, without actually reducing it!
Learn how people process numerical values, and 7 techniques to optimise the perception of your price accordingly.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6418705d981fda6c4710a86a_1678879733015.png)
Food Imagery or Actual Food Visibility on Packaging?
Packaging design must convince the shopper, often within a second or less, that a product is the best value for money, the tastiest AND the most effective...
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/63d20656b745c727c70653d7_Limitations%20AI%20banner.png)
6 Limitations of AI & Why it Won’t Quite Take Over In 2023!
I have taken a look into some of the limitations of artificial intelligence and why tools such as ChatGPT won't be ruling the world just yet.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391d2d1e34a21248ecea128_zero%20risk%20bias%20banner.png)
No.36 Zero Risk Bias & Shopping Sustainably
Using zero-risk bias can work in en employer's favour when it comes to sustainable shopping.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391d22e8edd6c2d879fe5d0_third%20person%20effect%20banner%20(1).png)
No.35 Third Person Effect & Shopping Sustainably
Understanding the impact of advertising and media messaging can impact our purchasing habits.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391d1a24950a5cd9917c69f_salience%20bias%20banner.png)
No.34 Salience Bias & Shopping Sustainably
Making your product stand out against the crowd will make shoppers more likely to choose it.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391d0ddf6a4a35f28f57609_Restraint%20Bias%20banner.png)
No.33 Restraint Bias & Shopping Sustainably
Using emotional temptation can persuade shoppers to opt for the sustainable option.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391d043f7e1c9b91a54e3f9_Pseudocertainty%20banner.png)
No.32 Pseudocertainty & Shopping Sustainably
How can employers guide shoppers towards the more sustainable option?
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391ce69e9cacca3aa3e12b8_present%20bias%20banner.png)
No.31 Present Bias & Shopping Sustainably
Shopping more sustainably is more about long-term consequences, but how can we convince shoppers that this is the best option to choose?
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391cdc14235870ff9f39b4f_post%20purchase%20rationalisation%20banner.png)
No.30 Post Purchase Rationalisation & Shopping Sustainably
Making sure customers are aware that the sustainable choice is the best one can work in your favour.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391cce64498f8627b5c0878_negativity%20bias%20banner.png)
No.29 Negativity Bias & Shopping Sustainably
The impact of the negativity bias on sustainable shopping habits.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391cc156dfcda5c7141bfa6_mere%20exposure%20effect%20banner%20(1).png)
No.28 Mere Exposure Effect & Shopping Sustainably
The importance of understanding this cognitive bias cannot be underestimated.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391cb0f4e47631b30ff2f3d_loss%20aversion%20banner.png)
No.27 Loss Aversion & Shopping Sustainably
How to make sure loss aversion doesn't negatively affect your business.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391ca54160add6805ae9dd4_less%20is%20better%20banner%20(1).png)
No.26 Less is Better Effect & Shopping Sustainably
Making sure your customers are not overwhelmed with choice can work in your, and the planet's favour.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c96d87c457312005f7e9_sunk%20cost%20fallacy%20banner.png)
No.25 Sunk Cost Fallacy & Shopping Sustainably
How the sunk-cost fallacy is incorporated into sustainable shopping.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c8ddf6a94426f07994c8_illusory%20effect%20banner.png)
No.24 Illusory Truth Effect & Shopping Sustainably
The ways you can use the illusory effect in your own sustainability initiatives.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c85ffed5ab6f72a8f1c0_ikea%20effect%20banner.png)
No.23 The IKEA Effect on Shopping Sustainably
How can employers use the IKEA effect to encourage sustainability?
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c7d4d4c63157d344a23a_hyperbolic%20discount%20banner.png)
No.22 Hyperbolic Discounting & Shopping Sustainably
Understanding and recognising hyperbolic discounting can help encourage consumers to opt for a more sustainable choice.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c70c5d9551850eb49ffa_groupthink.%20banner.png)
No.21 Groupthink & Shopping Sustainably
Groupthink can have a significant impact on the way consumers make sustainable decisions.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c6574498f855d958b6b4_woman%20shopping%20banner%20(1).jpg)
No.20 The Framing Effect & Shopping Sustainably
Ways that companies can utilise the framing effect when trying to switch consumers' perspectives on their products.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c50a301d93bbde704969_megaphone%20banner%20(1).jpg)
No.19 Focussing Effect & Shopping Sustainably
When we tend to fixate on the first piece of information we receive, this can impact our purchasing habits.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c474a6682b29af4622c9_buying%20a%20car%20banner%20(1)%20(1).jpg)
No.18 Endowment Effect on Shopping Sustainably
Our tendency to place a higher value on products that we already own can effect the retail space.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c3f334573c8e409a7967_choosing%20banner%20(2)%20(1).jpg)
No.17 Distinction Bias & Shopping Sustainably
When we are choosing between two products simultaneously, our views are different.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c355e23fe4328251cf3e_money%20banner%20(1).jpg)
No.16 Denomination effect & Shopping Sustainably
We are typically more likely to spend money when it is in smaller denominations. This can be used to encourage sustainable choices.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c2d5585d34a921ca106e_girl%20supermarket%20banner%20(1).jpg)
No.15 The Default Effect & Shopping Sustainably
Using the default effect correctly can ensure customers opt for the most sustainable option when presented with a range of choices.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c2456530c65d57a5cd31_transaction%20banner%20(1).jpg)
No.14 The Decoy Effect and Shopping Sustainably
Ensuring that your product stands out against other options so that shoppers choose the most sustainable option is possible when employing the Decoy Effect.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391c125c8fde47ff6ee521e_restaurant%20banner%20(1).jpg)
No.13 Courtesy Bias & Shopping Sustainably
Courtesy bias can be found everywhere in the retail industry.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391bfbf9509fb58c6e663ff_sustainability%20green%20banner%20(1).jpg)
No.12 Congruence Bias & Shopping Sustainably
How congruence bias provides opportunities in sustainable shopping.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391bf35ed7a3837529aa222_zero%20waste%20banner%20(1).jpg)
No.11 Confirmation Bias & Shopping Sustainably
Ways you can use confirmation bias to encourage sustainable shopping practices.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391beacd631f975446266ba_girls%20shopping%20banner%20(1).jpg)
No.10 Choice-Supportive Bias & Shopping Sustainably
The ways to utilise choice-supportive bias to encourage customers to implement sustainable choice into their purchasing decisions.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391bd8908b4fa19d0015eb3_shirts%20banner%20(1).jpg)
No.9 Ben Franklin Effect on Shopping Sustainably
How we can use the Ben Franklin effect when encouraging shoppers to carry out sustainable actions.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391ab854fd078dff8ed0fc2_sales%20labels%20banner%20(1).jpg)
No.8 Base Rate Fallacy & Shopping Sustainably
When we mistakenly judge a situation and fail to take into account all surrounding relevant information, we are using the base rate fallacy.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391a91e9a882fd2c8809cb8_bandwagon%20banner%20(1).jpg)
No.7 The Bandwagon Effect & Shopping Sustainably
Our tendency to follow the crowd has an impact on our sustainable shopping experience.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391a09680143d761092d6c9_vegetables%20banner%20(1).jpg)
No.6 Availability Heuristic & Shopping Sustainably
Specific criteria that we remember can affect our decision-making when shopping sustainably.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/63919fb880de24d38a00d2d5_apple%20pay%20banner%20(1).jpg)
No.5 Automation Bias & Shopping Sustainably
Automatically assuming that details are correct when shopping affects our ability to shop sustainably.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/63918ac87f78a6b3a4f3f2cb_credit%20card%20payment%20banner%20(1)%20(1).jpg)
No.4 Attribute Substitution & Shopping Sustainably
When we don't consider the wider picture while we make a purchase we are implementing attribute substitution.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/639189e5eb91b8a494359155_choosing%20clothes%20banner%20(1).jpg)
No.3 Attentional Bias & Shopping Sustainably
When we don't try to see all sides of a story we are displaying attentional bias and this comes into play when we are shopping sustainably.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391892a9d810068f654a9ac_sale%20price%20tag%20rack%20banner%20(1).jpg)
No.2 The Anchoring Effect on Shopping Sustainably
Our tendency to rely on the first piece of information that is fed to us can impact how we shop sustainably.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6391880d0597e20d3ee39a83_sale%20shopping%20banner.jpg)
No.1 The Ambiguity Effect on Shopping Sustainably
When applying cognitive biases to promote sustainable shopping we can see the impact of the ambiguity effect on our sustainable shopping practices.
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How the Metaverse Will Change Retail Experiences
Retail has seen fast-paced change from high street stores to online shopping. Now comes the metaverse - a digital innovation set to shake up retail!
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Businessman in Quarantine - a Psychological Rundown
Attention business travelers! This is what quarantine is really like.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/612be48147bd0d97bfba7175_amazon%20listings%20psychology.jpg)
How well does your brand sell itself on Amazon?
Online sales are growing and growing fast. But just how psychologically optimised is the typical online selling environment?
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f5f2b272249060a84fa6f18_Zero%20risk%20bias.jpg)
No.36 What is Zero Risk Bias?
Zero-risk Bias is a tendency to prefer the complete elimination of a risk even when alternative options produce a greater reduction in risk overall.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6044eb1ac654889d5ceb0851_third%20person%20effect.jpg)
No.35 The Third Person Effect in Advertising
The third-person effect determines that we tend to perceive that mass media messages have a greater effect on others than on ourselves.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f81a2e1b9955a7c5efe5a36_Salience%20bias%20-%20emotion.jpg)
No.34 What is Salience Bias?
Salience Bias is the cognitive bias that predisposes shoppers to focus on items that are more prominent or emotionally striking.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/62e8c9e62fc12d475679b154_Impulse%20buying%201.jpg)
No. 33 How We Fall Victim to Restraint Bias
Ever snapped up a last-minute offer by the tills? A small chocolate bar? A packet of chewing gum? That's impulse buying, aka Restraint Bias.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6044d2f633bf0238ee0a03bb_pseudocertainty.jpg)
No.32 Pseudocertainty in Marketing
In prospect theory, the Pseudocertainty Effect is the tendency for people to perceive an outcome as certain while it is actually uncertain.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6044c29160a17d7831fdb178_present%20bias.jpg)
No.31 Using Present Bias to Engage Shoppers
Present Bias is the tendency to rather settle for a smaller present reward than to wait for a larger future reward, in a trade-off situation.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/60bdfedccb1917d08a000ba9_post%20purchase%20rationalisation.jpg)
No.30 Post Purchase Rationalisation in Shoppers
Post purchase rationalisation, or choice-supportive cognitive bias, is the tendency to retroactively ascribe positive attributes to an option one has selected.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f5b98eac31a8c92e35074a6_Negativity%20Bias.jpg)
No.29 What is the Negativity Bias?
The negativity bias is the notion that things of a more negative nature have a greater effect on one's psychological state than neutral or positive things.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f818e44ba36270caa758a16_Mere%20exposure%20Effect.jpg)
No.28 The Mere Exposure Effect
The mere-exposure effect is a psychological phenomenon in which people tend to develop a preference for things merely because they are familiar with them.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5fa9051725cf69044a8a8ede_Loss%20aversion.jpg)
No.37 What is Loss Aversion Bias?
Loss aversion bias refers to our human tendency to prefer avoiding losses to acquiring equivalent gains.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/63918585a2b575dc5b72aa90_less%20is%20better%20banner.png)
No.26 The Less is Better Effect
The Less is Better Effect is a preference reversal that occurs when the lesser or smaller alternative is preferred when evaluated separately, but not together.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f5e6fa1de2f0b28051a534c_Sunk%20cost%20fallacy.jpg)
No.25 of 36 What is Sunk Cost Fallacy?
The Sunk Cost Fallacy is a human behaviour pattern in which people continue a behaviour as a result of previously invested resources (time, money or effort).
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/639178291929db387ec29d70_illusory%20effect%20banner2.png)
No.24 The Illusory Truth Effect
The Illusory Truth Effect is the tendency to believe false information to be correct after repeated exposure.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/61347532367b064002298356_pexels-alexander-isreb-1797405.jpg)
No.23 What is the IKEA Effect?
The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products that they partially created.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/6066f78eb71f2632657144d3_Hyperbolic%20discounting.jpg)
No.22 What is Hyperbolic Discounting?
Hyperbolic discounting is a cognitive bias where people choose smaller, immediate rewards rather than larger, later rewards.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f300b01fd0a3152c72ce739_Groupthink.png)
No.21 What is Groupthink?
Groupthink is a psychological phenomenon that occurs within a group of people, resulting in an irrational or dysfunctional decision-making outcome.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f5e7f0f95b95c2c1ac28b25_Framing%20effect.jpg)
No.20 of 36 - The Framing Effect
The framing effect is a cognitive bias where people make decisions based on whether the options are presented with positive or negative connotations.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/639169afac24b9f5c93f526a_focusing%20effect%20banner.png)
No.19 Focusing Effect
The Focusing Effect is the tendency for the brain to rely too much on the first piece of information it received in relation to decisions made later on.
Read Story![](https://cdn.prod.website-files.com/5d4ebd42326ec1aff24296cb/5f48d1fe8b16b055689228d9_Endowment%20effect.jpg)
No.18 What is the Endowment Effect?
The endowment effect is an emotional bias that says that once we own something, or have a sense of ownership, we irrationally overvalue it.
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No.17 of 36 Distinction Bias
Distinction Bias is the tendency to view two options as more different when evaluating them simultaneously than when evaluating them separately.
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No.16 of 36 The Denomination Effect
A cognitive bias relating to currency, suggesting people are less likely to spend larger currency denominations than their same value in smaller denominations.
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No.15 The Default Effect
Default refers to the option that shoppers end up with if they do not make an active choice - something given to them on a plate, sometimes quite literally!
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No.14 The Decoy Effect in Marketing
The decoy effect is the phenomenon whereby shoppers will have a specific change in preference between two options when presented with a third option.
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No.13 What is the Courtesy Response Cognitive Bias?
Courtesy Response, a downfall of humankind - we're often so afraid of offending our listener that we hide away from speaking the truth.
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No.12 What is Congruence Bias?
Congruence Bias refers to the fact that, as a species, we prefer to only test against our initial hypothesis, neglecting to explore alternative outcomes.
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No.11 of 36 Confirmation Bias
Confirmation bias is the tendency for the brain to value new information more if it supports existing ideas and beliefs.
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No.10 of 36 Choice Supportive Bias
Choice-supportive bias is the tendency to retroactively ascribe positive attributes to an option one has selected and/or to demote the forgone options.
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No.9 of 36 - The Ben Franklin Effect
There's a psychological phenomenon commonly known as the "Ben Franklin Effect" that explains why people like you more when they do you a favour.
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No.8 of 36 Base Rate Fallacy
A phenomenon known as base rate fallacy illustrates how people can sometimes jump to inappropriate conclusions, with significant consequences.
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