Mental Accounting: The Behavioural Bias Series

As humans, we mentally categorise our money depending on where it comes from or what it has been allocated for in our…


Gender equality in advertising report: Influencing consumer behaviour for the better

During my two decades working in advertising, the role and portrayal of gender has never been more in the…


Representativeness: The Behavioural Bias Series

The Representativeness heuristic or shortcut explains our tendency to make assumptions or link things together on a…


Loss Aversion: The Behavioural Bias Series

This bias explains why we over value what we already have. We feel the pain of losing something we have almost twice as…