The Pain of Paying principle, first explored by Prelec & Loewenstein in 1998, explains the psychological link between payment and pleasure (or lack thereof) for

Kagan (1976) revealed that as part of our six basics human needs, there exists at the same time both a need for certainty and another

Much research has shown how people tend to have an aversion to risk or ambiguity (eg. Ambiguity Aversion, Ellsberg 1961; Risk Aversion, Tversky & Kahneman

The Metaphor Effect describes the way in which our brains react to metaphors, meaning language formulas that describe something through likening it to something similar,

First explored by Gustav Fechner in the 19th Century, the Mere-exposure Effect was then further developed between 1960-1990 by renowned psychologist Robert Zajonc, who discovered

If you want people to perceive a price as being small, then it can be very effective to associate all of its features with a

Loss aversion was first demonstrated by Amos Tversky and Daniel Kahneman in 1984. This principle refers to the fact that the negative emotions experienced from

Intention and Self-regulation, notably studied by Gollwitzer first in 1993, proves that setting an intention about how you will reach a certain goal can double

Information bias, studied by Baron, Beattie and Hershey (1988), is the tendency we have to believe that the more information that can be acquired in

In 1906, sociologist William Sumner posited that humans are intrinsically more comfortable existing within social groups and that we are also inclined to believe our