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Bias of the week

Normalcy Bias

We tend to overestimate how much our current preferences will remain the same in the future.

B.E. Good! Podcast

Vincent Pons

Why Misinformation Infects Our Minds and How to Build Immunity

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Bias of the week
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Base Rate Fallacy

We tend to assign greater value to specific information and ignore base rate information. [...]

Nudging the use of an automatic deposit machine in a Chilean bank

This example summarizes a nudge project aiming toincentivize new behaviors among branches visitorsin a Chilean Bank. [...]

Julia Dhar

Unleashing Change through Behavioral Science [...]

Robert Plomin

A Quest to Understand How DNA Makes Us Who We Are [...]

Take-the-best Heurisitc

When faced with complex decisions, we decide on just one feature that stands out rather than considering all factors. [...]

Cooling Off Period

Our decisions are often influenced by the heat of the moment. [...]

Single Option Aversion

We tend to be unwilling to decide on one option when it is not presented with another competing one. [...]

Geoffrey L. Cohen

Belonging: The Science of Creating Connection and Bridging Divides [...]

Dunning-Kruger Effect

The Dunning-Kruger effect reveals how individuals with limited experience tend to overestimate their skills and knowledge due to the unawareness of what they don't know. [...]

Automation Bias

When people heavily rely on automated systems, taking the path of least cognitive resistance, it can lead to a higher possibility of errors. [...]

Telescoping Effect

People tend to evaluate events based on how recntly they feel they occurred, rather than logically counting the time that has passed. [...]

Social Desirability Bias

Diversity & Inclusion Series, Part 7: Reducing the Gender Pay Gap by Reducing Ambiguity around Negotiating Salary

In the final part of our Diversity and Inclusion series, we have selected a sample of iconic and measurably impactful behavioral designs, targeting both staff members and managers, at different moments of the employee experience. [...]

Zero-Sum Bias

Even when there are unlimited resources, people tend to perceive situations as zero-sum, where one person's win is another's loss. [...]

Nir Eyal

Transform Habits and Win Over Your Customers [...]

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 [...]

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. [...]