Focus on!

Bias of the week

Authority Bias

Authority figures can give greater credibility to your product or service.

News & Publications

B.E. Good! Podcast
Bias of the week
White paper

Invisibility Cloak Illusion

People often observe those aroud them but fail to realize that others are doing the same, and that they, therefore, are also being observed [...]

Creativity Bias

When people feel motivated to reduc uncertainty, they may xperience negative emotions associations with creativity which results in lower evaluations of a creative idea. [...]

Misinformation Bias

Our memory is malleable and can be influenced by exposure to new, misleading information. [...]

Illusory Correlation

Superstitions, folklore, and prejudice develop when individuals perceive connections that do not actually exist. [...]

Vanessa Bohns

Master the Art of Influence [...]

Planning Fallacy

The planning fallacycan lead to poor planning for the future because it causes us to disregard practical estimated a task in favor of more optimistic and hopeful scenarios [...]

Functional Fixedness

Innovation relies on our ability to make new connections, but this can prove difficult when our knowledge of how something is meant to be used gets in the way. [...]

The Ostrich Effect

The avoidant behavior obseved in this bias is one symtom of loss aversion, the idea that poeple tend to be more impacted by losses than the equivalent gains. [...]

Zero Risk Bias

Akçay, Y., Boyacı, T., & Zhang, D. (2013). Selling with money‐back guarantees: The impact on prices, quantities, and retail profitability. Production and Operations Management, 22(4), 777-791. [...]

Status Quo Bias

This is because change invites risk and prospect of facing new situations that we are unfamiliar with. [...]

Restraint Bias

We tend to overestimate our level of control over our impulsive behaviours. [...]

Negavity Bias

Adverse evenets have a more significant impact on our psychological state than positive ones. [...]


Defaults signals what we 'should' do and reduce the effort needed to make a decision, making them an effective tool for changing behavior. [...]

Nostalgia effect

Feelings of nostalgia increase our willingness to spend money. [...]

Noble Edge Effect

We tend to favor brands that demotrate social responsability. [...]

Mental Accounting

We dont't view the money we spend as having equal value but assign subjective criteria to categorize our spending. This often leads to irrational financial decisions and investments. [...]

Lag Effect

We retain information better when there are longer breaks in between presentations of the same information. [...]

Google Effect

We tend to forget information that can be easily found on the internet. [...]

Social Norms

Social norms have a huge influence on shaping our decision making, especially if the group we are compared to share our circumstances. [...]

Status Bias

We evaluate information differently depending on whether it comes from prominent or less well-known people. [...]

Decision Fatigue

Our decision-making gets worse as we make choices and our cognitive abitilies get worn out. [...]

Reactive devaluation

Our perception of a proposal or offer can be influenced by the party who makes it. [...]

Cashless Effect

We tend to be more willing to pay when there is no physical money involved in a transaction. [...]

Hindsight Bias

We tend to look back at an unpredictable event and think it was easily predictable. [...]

Present Bias

We tend to overvalue immediate rewards and undervalue long-term behavior. [...]

Fear of missing out

We are afraid of missing ou on experiences and want to be constantly connected to what other are doing.  [...]

Confirmation Bias

We tend to seek, interpret and prefer information that reinforces our beliefs. [...]

Identifiable Victim Bias

We value things that we own more highly than things that we don't [...]

Decoy Effect

We switch our preference betwen two options when a thirs is asymetrically dominant option is presented. [...]

Picture Superiority Effect

We value things that we own more highly than things that we don't [...]