Cognitive biases

Cognitive biases strongly influence our decisions, often without us being aware of it. In this article, discover a selection of biases to better understand our choices and behaviors.

The pain of paying

Paying reduces the pleasure of buying. This “pain of paying” depends both on the payment method and the delay between consumption and payment.

Fear of missing out

Fear of missing out or making the wrong choice that could cause us to miss another, potentially more satisfying opportunity.

Hobson’s choice + 1 effect

Individuals are more likely to choose an option when they have a choice between two possibilities rather than a take-it-or-leave-it option.

Aesthetic-usability effect

An aesthetic design makes a product easier to use in the eyes of users. It will therefore be used more, regardless of its features.

Cognitive dissonance

We tend to want to maintain harmony between our attitudes, habits, and preferences. As a result, we constantly seek to avoid any dissonance.

Processing fluency

We tend to prefer things that are easy to understand or use.

Intention and self-regulation

Formulating a precise intention on how to achieve a goal can double or even triple your chances of success.

Curse of knowledge

The curse of knowledge is a cognitive bias that makes it difficult for someone who knows a subject well to put themselves in the shoes of someone who does not.

Center-stage effect

When faced with a range of products displayed side by side, we tend to prefer the one positioned in the middle.

Commitment and consistency principle

Once we have publicly committed to something or someone, we tend to stick to it to appear consistent.

Picture superiority effect

Images have a stronger immediate and lasting impact than words in our memory.

Metaphor effect

We tend to understand and remember metaphorical language more easily, as it engages our mental imagery.

Perceived price value

Perceived price value explains how a product’s price may not be based on its actual value but on how customers perceive it.

Loss aversion

Loss aversion refers to our tendency to give more importance to a loss than to an equivalent gain. Losing something affects us more than the pleasure of gaining the same thing.

Reciprocity principle

The reciprocity principle is based on the idea that we tend to return what we receive. When someone gives us something, we naturally feel compelled to give something back.

Attentional bias

Attentional bias refers to our tendency to focus more on certain elements than others, depending on our expectations, emotions, or experiences.

Paradox of choice

The paradox of choice explains that the more options we have, the harder it becomes to choose, which can lead to frustration, indecision, or even decision avoidance.

Confirmation bias

Confirmation bias is our tendency to seek, interpret, and remember information in a way that confirms our existing beliefs.

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