Self-Efficacy Theory: An S-Tier Behavioral Designer’s Guide to Bandura’s Belief in Ability
Albert Bandura's Self-Efficacy Theory in plain English: the four sources of belief, the brain underneath, the critiques, and…
Work with Yu-kai
The Blog
Behavioral Analysis
Articles on Behavioral Analysis — from Yu-kai Chou, creator of the Octalysis Framework.
Nudge Theory: An S-Tier Behavioral Designer’s Guide to Choice Architecture
In 2001, a 401(k) plan at a mid-sized U.S. company flipped one setting. The default for new hires…
Dual Process Theory: An S-Tier Guide to System 1 & 2
Kahneman's Dual Process Theory in plain English: System 1 vs System 2, the flaws in the dichotomy, and…
Prospect Theory: An S-Tier Behavioral Designer’s Guide to Loss Aversion
Every product team I advise eventually hits the same wall: their numbers say the feature is a net…
Gene Resilience: Why Your Ethnicity Changes the Health Rulebook
This is Part 2 of a data analysis covering 159 countries and 7,853 individual Americans. Part 1 showed…
Your Waist Knows More Than MyFitnessPal: What 7,853 Americans’ Health Data Actually Shows
I spent $1,500 on AI tools to analyze health data from 159 countries and 6,000 Americans. Sugar doesn't…
Virtual Goods Design: Why Digital Items Drive Real Motivation (Game Technique #8)
In Fortnite, a rare skin has zero gameplay advantage. It doesn’t make you shoot straighter or build faster.…
Sacrifice For More Motivation (The Noble Sacrifice)
Every time you say yes to one thing, you say no to a hundred others. But what if…
Why Fear is Contagious
Table of Contents Fear Is Contagious The North Korean Buzz Relationships In Octalysis Prime Related Reading Author Credibility:…