Behavioral Insights
2 min read

Behavioral Insights

Common behavioural insights.

Afterlife Effect

We recycle more when shown what the product will become.


Why controlling peoples' sense of freedom can trigger an angry motivation to regain it.

Reciprocity Decay

Our desire to give back wanes rapidly with time.

The 25 Percent Rule

Social norms can be changed by only a quarter of the group.

Transparency Effect

Nudges can still work on us, even when told we're being nudged.

Category Size Bias

We're more influenced by options that are put into a relatively-large group.

Lucky Loyalty Effect

Random rewards feel more likely, the more we spend.

Trivialization Effect

We prefer a thank-you over a small monetary reward.

Goal Gradient Effect

Our efforts increase as we move closer to a goal.

Optimisim Bias

When looking to our future, we tend to inflate the good stuff and downplay the bad.

Completeness Effect

We place a greater value on products seen as whole in shape.

Motivating - Uncertainity Effect

We're more motivated to reach a goal with an uncertain reward.

Noble Edge Effect

Products of caring companies are seen as superior.

Nostalgia Effect

Thinking about the past makes us want to pay more now.

Speak-Easy Effect

Words that are easier to say are more trustworthy and valuable.

Temptation Coupling

We're more likely to do the hard stuff when tightly coupled with something tempting.

The Risk of Bundling

Selling experience in a bundle reduces their individual user.

Choice Closure

We're more satisfied with choices when we engage in physical acts of closure.

Cashless Effect

We pay more when we can't actually see the money.

Sunk Cost Effect

We're reluctant to pull out of something we'd put effort into.

Fresh Start Effect

We'll more likely achieve goals set at the start of a new time period.

Bottom Dollar Effect

We rate products negatively when they exhaust out budgets.

Center-Stage Effect

Faced with a set of products, we prefer the one in the middle.

Endowment Effect

We value something more once we feel we own it.

Price-Value Bias

How we frame a product's price & features greatly affects its perceived value.

Cognitive Miser

We're intellectually lazy, avoiding hard questions where possible.

Bye-Now Effect

Reading the word 'bye' make us more likely to buy.

Top Ten Effect

We break down ordered lists into smaller ones ending in 0 or 5.

Entrourage Effect

Our status is elevated when we share our VIP treatement.

Post-Purchase Rationalization

We tend to justify a purchase by overlooking any faults seen.

Present Bias

What we want now is not what we aspire to in the future.

IKEA Effect

We place disproportionately-high value on self-made products.

Hedonic Adaptation

Restricting pleasure increases pleasure.

Peak-end Rule

Experiences are mostly judged by their end or peeks.

Inaction Inertia Effect

Missing an offer means you're less likely to buy in the future.

Choice Paradox

Too much choice will lead to indecision and lower sales.

Zeigarnik Effect

Uncompleted tasks stick in you mind more than completed ones.

Anchoring Bias

We tend to rely too heavily on the first piece of information seen.

Hyperbolic Discounting

We'll accept smaller payoffs now over larger payoffs later on.

Round Pricing Preference

We perceive round numbers as more trustworthy and representing higher quality.

Von Restorff Effect

Items that stand out from their peers are more memorable.