Zero-risk bias is an irrational logic that we apply when making a choice, leading our brains to prefer an option that totally eliminates any risk

The Zeigarnik Effect is based on the idea that it is human nature to finish what we start and, if we don’t finish something, we

Weber’s law was originally postulated during research that Weber carried out in 1834 to try and calculate the threshold for perceiving a change in weight

The Von Restorff Effect (named after the psychiatrist who first studied it, Hedwig von Restorff) describes our tendency to remember things that stand out or,

Visual Depiction Effect, notably studied by Elder & Krishna in 2012, describes the way in which being able to enter in to a mental interaction

A visual cue is a signal that our brain focuses on out of everything that crosses our visual path. Only about 1% of what we

The Time versus Money Effect was notably studied by Mogilner and Aaker in 2009. They showed that people react much more favourably to sales pitches

With the Sunk Cost Effect, people have been proven more likely to continue on in vain with a project or plans for which they have

The Split-attention Effect occurs when sources of information that are mutually dependent for comprehension are separated either spatially or temporally. For example, if you need

This principle was first explored by social psychologist Sherif in 1935, and later developed by Asch in 1956. Social proof is the idea that we