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.