Consumer Decision Journey: An S-Tier Behavioral Designer’s Guide
McKinsey's 2009 model replaced the linear funnel with a circular journey and the loyalty loop. The four stages,…
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Behavioral Analysis
Articles on Behavioral Analysis — from Yu-kai Chou, creator of the Octalysis Framework.
Decoy Effect: An S-Tier Behavioral Designer’s Guide
Short answer: The decoy effect happens when adding a third, clearly worse option to a choice between two…
IKEA Effect: An S-Tier Behavioral Designer’s Guide
Hand someone a finished bookshelf and they will haggle you down to the last dollar. Make them spend…
Miller’s Law (7±2): An S-Tier Behavioral Designer’s Guide
Ask a designer to name a psychology “law” and most reach for the same one: Miller’s Law, the…
Illusion of Control: An S-Tier Behavioral Designer’s Guide
Hand a person a die and tell them they are betting on the outcome, and something strange happens…
The Affect Heuristic: An S-Tier Behavioral Designer’s Guide
Ask people how risky nuclear power is and how beneficial it is, and you get a strange result.…
Hyperbolic Discounting: An S-Tier Behavioral Designer’s Guide
Short answer: Hyperbolic discounting is the tendency to value rewards less the longer you wait for them, with…
Hedonic Adaptation (The Hedonic Treadmill): An S-Tier Behavioral Designer’s Guide
The new car smells incredible for about three weeks. You notice it every morning when you open the…
Selection, Optimization, and Compensation (SOC): An S-Tier Behavioral Designer’s Guide
Arthur Rubinstein was eighty-one when a young television interviewer asked him the question every aging master dreads. How,…