Use our library of definitions to better understand the behavioral principles used in our work.
Encouraging decision makers to make active selections between options by removing defaults.
People’s judgments are skewed by initial estimates.
People become overwhelmed when too much information or stimulus is presented to them.
People´s beliefs or knowledge about something doesn´t match its true characteristics.
People pick the easiest option to avoid complex decisions. Defaults provide a cognitive shortcut and signal what people are supposed to do.
Influence on one's behavior by sharing information on what most people actually do
People's decisions are based on how information is presented to them.
People are motivated to pursue their goals at the start of a new milestone.
Anything that acts as a logistical barrier when attempting to perform an action.
People leverage one positive trait of a person, product, or company to inform their impression of other traits.
People believe they can control outcomes that are beyond their control.
People actively avoid information that conflicts with their own beliefs.
Influence on one's behavior according to perceived approval/disapproval of others.
The disconnect between one's intention and their behavior.
People have limited attention, which is directed by task completion or salient elements in the environment.
People tend to feel the pain of losses more significantly than the pleasure of equivalent gains.
People categorize and treat money differently depending on where it came from and where it is going.
People prefer an option that they are familiar with.
The lack of confidence in people, systems, products or organizations.
People consistently underestimate how long things will take and how many resources they will require.
Consequences and roadblocks one sets up to keep them on track. These are temptation busters.
People value immediate rewards over future rewards, even if future ones are larger.
Exposure to a stimulus influences people's responses to subsequent stimulus.
People tend to delay actions that must occur by a time in the future without a reasonable explanation for the delay.
People fear making the wrong decision.
People prefer certainty over uncertainty.
Any detail or element that noticeably stands out.
When faced with a scarce resource, people focus their attention on solving for it, while taxing and diminishing their cognitive performance.
People have inconsistent valuations of problems and decisions as they scale-up or scale-down.
People conform to the behavior of others.
People have a tendency to maintain their status quo, even in light of potential gains from making a change.
People regarded as credible sources of information.
People have a tendency to avoid uncertain situations and are drawn to certain gain opportunities.
People give up on getting back on track.
