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© 2013-24 Coglode

Scarcity

Conversion

We value things more when they’re in limited supply

Status

Loyalty

We constantly look for ways to improve how others see us

Social Proof

Conversion

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Experience

A loss hurts more than an equal gain feels good

Reciprocity

Loyalty

We’re hardwired to return kindness received

Risk Aversion

Product Development

We don’t like uncertainty and generally stick to what we know

Framing

Conversion

We make very different decisions based on how a fact is presented

Picture Superiority Effect

Product Development

We remember images far better than words

Analysis Paralysis

Product Development

Our capacity to process information and make decisions reduces with each made

Limited Choice

Conversion

We’re more likely to decide when the options are sensibly restricted

Fluency Shortcut

Branding

Statements that are easier to understand are more believable

Certainty Effect

Experience

We crave clarity over chance and make costly sacrifices to get it

Feedback Loops

Experience

We look for information that provides clarity on our actions

Loss Aversion

Conversion

We feel more negative when losing something than positive when we gain it

Self-Expression

Branding

We constantly seek out ways to communicate our identity to others

Authority

Conversion

We have a strong tendency to comply with those in charge

Storyteller Bias

Branding

We’re more persuaded by and better recall those who tell stories

Default Effect

Conversion

We tend to accept the option pre-chosen for us

Priming

Conversion

Our decisions are shaped by memories recalled from things just seen or heard

IKEA Effect

Product Development

We’ll pay disproportionately more for something we’ve helped create

Anchoring

Pricing

What we see first affects our judgement of everything thereafter

Commitment

Conversion

Once we’ve made a public statement, we make consistent decisions to support it

Autonomy Bias

Experience

We have a deep-seated need to control our situations

Zeigarnik Effect

Conversion

Incomplete tasks weigh on our minds until done

Endowed Progress Effect

Loyalty

We reach our goals faster when we have help getting started

Nostalgia Effect

Branding

Thinking about the past makes us want to spend more now

Rewards

Loyalty

We change our behavior when given gifts that reinforce actions and goals

Surprise Effect

Experience

We respond well to positive, unexpected, personal gestures

Limited Access

Loyalty

We place greater value in things when there are barriers placed around them

Reactance

Conversion

We’ll do the opposite from what we’re asked if we’re pushed too hard

Confirmation Bias

Product Development

We look for information that supports our existing beliefs and ignore what doesn’t

Humor Effect

Experience

We’re more motivated by and remember things that make us laugh

Rhyme As Reason Effect

Branding

Rhyming statements that you hear, they are seen as more sincere

Spacing Effect

Experience

We remember things better when repeated over time and across environments

Curiosity Effect

Conversion

We're driven to seek missing info that closes our knowledge gap

Sunk Cost Bias

Product Development

We’re unable to let go of our past bad investments, even if it makes sense to do so

Peak-End Rule

Experience

We remember an experience by its peaks and how it ended

Tiny Habits

Loyalty

We're more likely to reach goals when broken down into smaller ones

Fast & Slow Thinking

Experience

We make knee-jerk spontaneous decisions that can cause regretful damage

Metaphorical Shortcut

Conversion

New or complex ideas are easier understood through existing ones

Chunking

Experience

We process information better when put into small groups

Contrast Effect

Conversion

We better remember products that stand out from their surroundings

Collection Bias

Product Development

We have an emotional need to amass sets of related items

Goal Gradient Effect

Loyalty

Our efforts increase the closer we are to task completion

Hedonic Adaptation

Experience

We feel less joy for a gain and discomfort for a loss as time goes by

Goal Priming

Product Development

When we’re reminded of our aims, we're more motivated to reach them

Ownership Bias

Conversion

We value things more when we feel we own them

Time Scarcity

Conversion

We're more likely to act if the clock is ticking…

Choice-Supportive Bias

Experience

We recall more of the positives of our choices over any negatives

Availability Bias

Product Development

Our judgements are heavily influenced by what comes to mind more easily

Zero Price Bias

Pricing

We value something more when free over very cheap

Foot In The Door

Conversion

Making a small commitment now makes us more likely to agree to a greater one later

Present Bias

Experience

What we want now is often the opposite of what we aspire to in the future

Delay Discounting

Experience

We choose smaller, more immediate rewards over greater ones that we need to wait for

Fresh Start Effect

Conversion

We're more likely to stick to habits made at the start of new time periods

Door In The Face

Conversion

We're more likely to agree to a small request after first rejecting a larger one

Temptation Bundling

Experience

We're more likely to do the hard stuff when coupled with the pleasant

Biophilia Effect

Experience

We're drawn to living things and become stressed if too detached from them

Status Quo Bias

Conversion

We tend to stick with our previous choices, even if the alternatives might be better

Halo Effect

Branding

We incorrectly transfer judgements of known attributes onto other unrelated or unknown ones

Devil Effect

Branding

Our perception of a single negative attribute unfairly bleeds into other unrelated areas

Product-Person Bias

Product Development

We look for and value human connections in our products

Mere Exposure Effect

Conversion

We like things more as they become more familiar to us

Dynamic Norms

Conversion

We’re more likely to change if we can see a new behavior developing

Round Pricing Preference

Pricing

We prefer and trust whole numbers over those ending in a 9

Aggregation Effect

Experience

Negative experiences feel less painful overall when they’re bundled together

Segregation Effect

Experience

Positive experiences feel better overall when we spread them out

Reciprocity Decay

Loyalty

Our desire to give back wanes rapidly with time

Competition

Conversion

We strive with and against one another for limited resources and status

Decoy Effect

Pricing

We’re more likely to buy B over A by adding C to make B look more attractive

Entourage Effect

Loyalty

Our status is elevated when we share our VIP treatment

Odor Priming

Conversion

We’ll pay more when we smell something nice

Serial Position Effect

Conversion

We better remember the first and last items in a list

Afterlife Effect

Product Development

We recycle more when shown what the product will become

Salience

Conversion

Our choices are determined by the information we're shown

If-Then Plans

Conversion

If in this scenario, we then plan to do that, we'll more likely reach our goals

Boundary Pricing

Pricing

We're more likely to upgrade if the base price feels closer

In-Group Bias

Groups

We tend to favour our group over others

Friction

Experience

We’re less likely to complete a task with each step added

Measurement Paradox

Experience

We enjoy experiences less when we track them

Centre-Stage Effect

Conversion

We prefer the middle option in a horizontal set of choices

Daniel Kahneman

People Kahneman

at Princeton University

Dan Ariely

People Ariely

at Duke University

Steven Pinker

People Pinker

at Harvard University

Sendhil Mullainathan

People Mullainathan

at University of Chicago, Booth School of Business

Richard Thaler

People Thaler

at University of Chicago, Booth School of Business

Katy Milkman

People Milkman

at The University of Pennsylvania

Coming next

Binary Thinking

We oversimplify our choices into doing A or B

In a rush to manage chaos, we view decisions as a binary choice. However, reducing complex concepts and problems to being on one side or another overlooks the richer opportunities in the middle.

Experience

No results right now...

...but we're adding all the time

Scarcity

We value things more when they’re in limited supply

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

We’re hardwired to return kindness received

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

We feel more negative when losing something than positive when we gain it

Self-Expression

We constantly seek out ways to communicate our identity to others

Default Effect

We tend to accept the option pre-chosen for us

Priming

Our decisions are shaped by memories recalled from things just seen or heard

Anchoring

What we see first affects our judgement of everything thereafter

Autonomy Bias

We have a deep-seated need to control our situations

Fast & Slow Thinking

We make knee-jerk spontaneous decisions that can cause regretful damage

Status Quo Bias

We tend to stick with our previous choices, even if the alternatives might be better

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Salience

Our choices are determined by the information we're shown

Centre-Stage Effect

We prefer the middle option in a horizontal set of choices

Measurement Paradox

We enjoy experiences less when we track them

Friction

We’re less likely to complete a task with each step added

In-Group Bias

We tend to favour our group over others

Boundary Pricing

We're more likely to upgrade if the base price feels closer

If-Then Plans

If in this scenario, we then plan to do that, we'll more likely reach our goals

Afterlife Effect

We recycle more when shown what the product will become

Zero Price Bias

We value something more when free over very cheap

Zeigarnik Effect

Incomplete tasks weigh on our minds until done

Tiny Habits

We're more likely to reach goals when broken down into smaller ones

Time Scarcity

We're more likely to act if the clock is ticking…

Temptation Bundling

We're more likely to do the hard stuff when coupled with the pleasant

Surprise Effect

We respond well to positive, unexpected, personal gestures

Sunk Cost Bias

We’re unable to let go of our past bad investments, even if it makes sense to do so

Storyteller Bias

We’re more persuaded by and better recall those who tell stories

Status

We constantly look for ways to improve how others see us

Spacing Effect

We remember things better when repeated over time and across environments

Serial Position Effect

We better remember the first and last items in a list

Segregation Effect

Positive experiences feel better overall when we spread them out

Round Pricing Preference

We prefer and trust whole numbers over those ending in a 9

Risk Aversion

We don’t like uncertainty and generally stick to what we know

Rhyme As Reason Effect

Rhyming statements that you hear, they are seen as more sincere

Rewards

We change our behavior when given gifts that reinforce actions and goals

Reciprocity Decay

Our desire to give back wanes rapidly with time

Reactance

We’ll do the opposite from what we’re asked if we’re pushed too hard

Product-Person Bias

We look for and value human connections in our products

Present Bias

What we want now is often the opposite of what we aspire to in the future

Picture Superiority Effect

We remember images far better than words

Peak-End Rule

We remember an experience by its peaks and how it ended

Odor Priming

We’ll pay more when we smell something nice

Nostalgia Effect

Thinking about the past makes us want to spend more now

Metaphorical Shortcut

New or complex ideas are easier understood through existing ones

Mere Exposure Effect

We like things more as they become more familiar to us

Limited Choice

We’re more likely to decide when the options are sensibly restricted

Limited Access

We place greater value in things when there are barriers placed around them

IKEA Effect

We’ll pay disproportionately more for something we’ve helped create

Humor Effect

We’re more motivated by and remember things that make us laugh

Hedonic Adaptation

We feel less joy for a gain and discomfort for a loss as time goes by

Halo Effect

We incorrectly transfer judgements of known attributes onto other unrelated or unknown ones

Goal Priming

When we’re reminded of our aims, we're more motivated to reach them

Goal Gradient Effect

Our efforts increase the closer we are to task completion

Fresh Start Effect

We're more likely to stick to habits made at the start of new time periods

Foot In The Door

Making a small commitment now makes us more likely to agree to a greater one later

Fluency Shortcut

Statements that are easier to understand are more believable

Feedback Loops

We look for information that provides clarity on our actions

Entourage Effect

Our status is elevated when we share our VIP treatment

Ownership Bias

We value things more when we feel we own them

Endowed Progress Effect

We reach our goals faster when we have help getting started

Door In The Face

We're more likely to agree to a small request after first rejecting a larger one

Devil Effect

Our perception of a single negative attribute unfairly bleeds into other unrelated areas

Delay Discounting

We choose smaller, more immediate rewards over greater ones that we need to wait for

Decoy Effect

We’re more likely to buy B over A by adding C to make B look more attractive

Curiosity Effect

We're driven to seek missing info that closes our knowledge gap

Contrast Effect

We better remember products that stand out from their surroundings

Confirmation Bias

We look for information that supports our existing beliefs and ignore what doesn’t

Competition

We strive with and against one another for limited resources and status

Commitment

Once we’ve made a public statement, we make consistent decisions to support it

Collection Bias

We have an emotional need to amass sets of related items

Chunking

We process information better when put into small groups

Choice-Supportive Bias

We recall more of the positives of our choices over any negatives

Certainty Effect

We crave clarity over chance and make costly sacrifices to get it

Biophilia Effect

We're drawn to living things and become stressed if too detached from them

Availability Bias

Our judgements are heavily influenced by what comes to mind more easily

Authority

We have a strong tendency to comply with those in charge

Analysis Paralysis

Our capacity to process information and make decisions reduces with each made

Aggregation Effect

Negative experiences feel less painful overall when they’re bundled together

No results right now...

...but we're adding all the time

What's Cooking?

Improvement

After ten years, just who is behind Coglode?
After ten years, just who is behind Coglode?
This week
Feb 2024

Feature

Interactive Defaults Tool released
Interactive Defaults Tool released
This week
Jan 2024

Coglode Live

Defaults Live video and deck now available
Defaults Live video and deck now available
This week
Jan 2024

Cure

Cancelling Amazon Prime - An interactive, behavioural remedy
Cancelling Amazon Prime - An interactive, behavioural remedy
This week
Aug 2023

New Nugget In The Wild

How new browser Arc overcomes Status Quo bias with Boosts and Zaps
How new browser Arc overcomes Status Quo bias with Boosts and Zaps
This week
Jul 2023

New Cheat Sheet

New "Overcoming Risk Aversion" Cheat Sheet
New "Overcoming Risk Aversion" Cheat Sheet
This week
Jul 2023

Feature

Cheat Sheets redesigned - Includes Checklists
Cheat Sheets redesigned - Includes Checklists
This week
Jun 2023

Coglode Live

Self-Expression Live video and deck now available
Self-Expression Live video and deck now available
This week
May 2023

Coglode Live

Self-Expression Live event announced
Self-Expression Live event announced
This week
Apr 2023

Coglode Live

Feedback Loops video and deck now available
Feedback Loops video and deck now available
This week
Apr 2023

Feature

Figma Behavioral Design System released
Figma Behavioral Design System released
This week
Apr 2023

Feature

Figma Behavioral Design System sneak-peek
Figma Behavioral Design System sneak-peek
This week
Apr 2023

Coglode Live

Feedback Loops Live event announced
Feedback Loops Live event announced
This week
Mar 2023

Coglode Live

Prospect Theory video and deck now available
Prospect Theory video and deck now available
This week
Mar 2023

New Nugget In The Wild

Reframing service fees as benefits
Reframing service fees as benefits
This week
Mar 2023

Feature

Cookbook for Teams announced
Cookbook for Teams announced
This week
Mar 2023

New Nugget In The Wild

Deliveroo's tipping system, behaviourally deconstructed
Deliveroo's tipping system, behaviourally deconstructed
This week
Feb 2023

Improvement

Nuggets In The Wild component redesigned and rebuilt
Nuggets In The Wild component redesigned and rebuilt
This week
Feb 2023

Feature

Completed core of forthcoming Nuggets Library for Figma
Completed core of forthcoming Nuggets Library for Figma
This week
Feb 2023

New Nugget In The Wild

Flora case study into overcoming stagnant social proof
Flora case study into overcoming stagnant social proof
This week
Feb 2023

Coglode Live

Open Access Prospect Theory Event added
Open Access Prospect Theory Event added
This week
Feb 2023

New Nugget In The Wild

Case study that reframes product waste into a playful second life for cats
Case study that reframes product waste into a playful second life for cats
This week
Feb 2023

Improvement

Improved persistent login pane
Improved persistent login pane
This week
Feb 2023

New Pairing

New combo of Nuggets that reinforce the 'best' choice centrally
New combo of Nuggets that reinforce the 'best' choice centrally
This week
Feb 2023