The distinction between intrinsic and extrinsic motivation was first looked at by Deci in 1975 and then later he studied this in more detail alongside

The Endowment Effect is the way in which people attribute a greater value to something when it is already in their possession. This is explained

The Default Effect was most notably studied by Johnson, Hershey, Meszaros & Kunreuther (1993) and reveals how the fact of having a “default choice” available

The Decoy Effect, first demonstrated in 1982 by Joel Huber and others at Duke University, explains how when a customer is hesitating between two options,

The Curse of Knowledge was first studied by economists Camerer, Loewenstein & Weber in 1989. This cognitive bias leads people who are better informed on

The Contrast Principle, first studied by Robert Cialdini in his 2007 book The Psychology of Persuasion, explores the way in which our perceptions are formed

The Commitment and Consistency principle is one of the six principles established by Cialdini (1984) in his book Influence: The Psychology of Persuasion. It describes

Cognitive friction theory, developed by Sweller (1988), refers to the total amount of mental effort being used in the working memory. Sweller described the process

Cognitive ease or fluency is the measure of how easy it is for our brains to process information. The Cognitive ease associated with something will

Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviours. Studied notably by Festinger (1957), this theory implies that when there is an