PEOPLE RELY ON 100'S OF DECISION-MAKING HEURISTICS EVERYDAY
These cognitive biases, also known as heuristics, are mental short-cuts that influence consumer behaviour. I helped create and curate content for the Heuristic Science Institute. Below are a few common examples.
Belief Bias: It sounds true. It must be true!
Complication Bias: This sounds easy. I like easy.
Novelty Bias: New is better.
Mental Inertia: I get stuck in old ways of thinking and don't take action.
Loss Aversion: I don't what to lose what I have, or might get.
Anchoring: I'm compelled by the first words in this message and want to know more.
Illusion of Control: I think I'm more in control than I am.
In-group Bias: I am influenced by, and relate most, to people like me.
Distinction Bias: I notice differences when evaluating options simultaneously.
Certainty Bias: I like 100% certainty wherever possible.
Background Contrast Effect: I’m more likely to select an option if an inferior option is present.
Attentional Bias: I better remember emotionally dominant stimuli when it affects me personally.