Mental Accounting: An S-Tier Behavioral Designer’s Guide
Give two friends the same $1,000. One gets it as a year-end bonus, the other as a tax…
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Behavioral Analysis
Articles on Behavioral Analysis — from Yu-kai Chou, creator of the Octalysis Framework.
Status Quo Bias: An S-Tier Behavioral Designer’s Guide
Offer someone a clearly better deal and a surprising number of them will turn it down. Not because…
Illusory Truth Effect: An S-Tier Behavioral Designer’s Guide
Say something false often enough and people will start to believe it. Not because they are stupid, and…
Base Rate Fallacy: An S-Tier Behavioral Designer’s Guide
A test for a disease that strikes 1 in 1,000 people comes back positive. The test only gives…
The Zeigarnik Effect: An S-Tier Behavioral Designer’s Guide
Short answer: The Zeigarnik effect is the tendency for unfinished or interrupted tasks to stay active in the…
The Mere Exposure Effect: An S-Tier Behavioral Designer’s Guide
You have a favorite font and you cannot say why. You prefer one of two nearly identical logos…
The Representativeness Heuristic: An S-Tier Behavioral Designer’s Guide
A man is quiet, tidy, and loves puzzles. Is he more likely to be a librarian or a…
Marcia’s Identity Statuses: S-Tier Behavioral Designer’s Guide
Two college students sit across from a researcher in 1965. Both say they are going to be doctors.…
Two-Factor Theory of Emotion: S-Tier Behavioral Designer’s Guide
Stick a needle of adrenaline into a stranger, put them in a waiting room, and you can make…