Six categories of behavioural biases that will help you successfully navigate consumer decision-making.

Happiness thinking shows us how to use savouring to increase lifetime value.

Reciprocity bias. In response to friendly actions, people are frequently much nicer and much more cooperative than predicted.

Procrastination Bias. Your brain places higher value on immediate rewards than it does on those that might be earned in the future.

High levels of emotion, or when we’re in a ‘hot state’, can impact the rational process of making a decision. We’re lured in by what we’re feeling at the time, so may ignore or downplay other important factors that have long-term effects.

Understand the behavioural bias: immediacy (hyperbolic discounting) and how it can boost your marketing effectiveness and conversion rate.

Keats Heuristic. We tend to judge expressions or phrases that rhyme as more accurate or truthful, and recall them easier.

The Von Restorff effect. We unconsciously find it easier to recall something unusual or distinctive, or that heightens our senses in some way.

Framing bias. People react to information depending on how it’s presented to them. Especially when that includes a loss or gain message.

Status Quo bias. When it comes to making decisions, we often subconsciously have a preference for things that are comfortable and familiar.

Anchoring Bias. We tend to rely too heavily on the first piece of information we see and use it to inform all other decisions.

Understand the commitment or public pledge behavioural bias and how it can boost your marketing effectiveness and conversion rate.

Social proof. We feel validated by doing what others are doing, so tend to follow them. It’s linked to the psychology behind the fear of missing out (FOMO).

Authority Bias. We have an irrational trust in the judgement of experts and we tend to listen too and value their opinion over others.

Scarcity bias. The more difficult it is to get your hands on a particular item, the more value that item is to us.

Chunking Bias. We’re more motivated to complete complex tasks when they are “chunked’ into manageable pieces.

Mental Accounting. By mentally categorising our money, we influence our own buying behaviour subconsciously.

Goal Dilution explains the way we perceive the quality of products or services. The more singular something is in its purpose, the more trust we have in it.

The decoy effect occurs when people's preference for one option over another changes as a result of adding a third, less attractive option.

The power of free is the psychological phenomenon where people have an irrationally strong preference for things that are free.