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Research in practice

Introducing Recipes

Step-by-step applied behavioural science

Research in practice

The Knowledge Gap Problem

Why Behavioural Science doesn't scale, and what to do about it…

Winterich, K. P., Nenkov, G. Y., & Gonzales, G. E. (2019). Knowing What It Makes: How Product Transformation Salience Increases Recycling. Journal of Marketing, 83(4), 21-37.

Afterlife Effect

We recycle more when shown what the product will become

A new trend of positive, inspiring and impactful nudges are coming. Here's one...

Zemack‐Rugar, Y., Moore, S. G., & Fitzsimons, G. J. (2017). Just do it! Why committed consumers react negatively to assertive ads. Journal of Consumer Psychology

Reactance

Why controlling peoples' sense of freedom can trigger an angry motivation to regain it

When you nudge too hard, this is what happens...

Chuan, A., Kessler, J. B., & Milkman, K. L. (2018). Field study of charitable giving reveals that reciprocity decays over time. Proceedings of the National Academy of Sciences, 201708293.

Reciprocity Decay

Our desire to give back wanes rapidly with time

Why if you want people to return a favor, you need to act fast

Centola, D., Becker, J., Brackbill, D., & Baronchelli, A. (2018). Experimental evidence for tipping points in social convention. Science, 360(6393), 1116-1119.

The 25 Percent Rule

Social norms can be changed by only a quarter of the group

Why persuading just a fraction of the group can change the beliefs of everyone

Bruns, H., Kantorowicz-Reznichenko, E., Klement, K., Luistro Jonsson, M., & Rahali, B. (2018). Can Nudges Be Transparent and Yet Effective? Journal of Economic Psychology, Volume 65, Pages 41-59

Transparency Effect

Nudges can still work on us, even when told we’re being nudged

Concerns about effectiveness vs manipulation can be overcome with this new research

Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of Consumer Research.

Category Size Bias

We're more influenced by options that are put into a relatively-large group.

The way items in a category are grouped together can dramatically affect a customer’s product choice.

Reczek, Haws, & Summers (2014) Lucky Loyalty: The Effect of Consumer Effort on Predictions of Randomly Determined Marketing Outcomes, Journal of Consumer Research

Lucky Loyalty Effect

Random rewards feel more likely, the more we spend

How consumers' warped sense of entitlement affects your promotional & loyalty strategy

Liu, Lamberton, & Haws (2015) Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and Avoiding Trivialization Effects, Journal of Marketing

Trivialization Effect

We prefer a thank-you over a small monetary reward

Why giving customers money can harm your brand...

Kivetz, Urminsky & Zheng (2006) The Goal-Gradient Hypothesis Resurrected

Goal Gradient Effect

Our efforts increase as we move closer to a goal

Motivate and incentivise behaviours using this powerful technique...

Sharot (2011), The Optimism Bias. Current Biology.

Optimism Bias

When looking to our future, we tend to inflate the good stuff and downplay the bad...

Think you’ll be successful in life? Don’t be so sure...

Sevilla & Kahn (2014) The Completeness Heuristic: Product Shape Completeness Influences Size Perceptions, Preference, and Consumption. Journal of Marketing Research.

Completeness Effect

We place a greater value on products seen as whole in shape

Find out why if you cut a sandwich in half, you'll eat more sandwiches...

Fisbach A, Hsee C. “The Motivating-Uncertainty Effect: Uncertainty Increases Resource Investment in the Process of Reward Pursuit.” Journal of Consumer Research, 2015.

Motivating-Uncertainty Effect

We're more motivated to reach a goal with an uncertain reward

Why you'll achieve and enjoy a task more when you don't know its reward

Chernev, Alexander and Sean Blair (2015), “Doing Well by Doing Good: The Benevolent Halo of Social Goodwill” Journal of Consumer Research

Noble Edge Effect

Products of caring companies are seen as superior

Why genuine social good boosts the perceived quality of your products...

Lasaleta, Sedikides & Vohs (2014) Nostalgia weakens the desire for money. Journal of Consumer Research.

Nostalgia Effect

Thinking about the past makes us want to pay more now.

Here’s why we love #throwbackthursday...

Song & Schwarz (2007) If It’s Difficult to Pronounce, It Must Be Risky. Psychological Science

Speak-Easy Effect

Words that are easier to say are more trustworthy and valuable.

Why, when communicating, trying to be too clever might just backfire...

Milkman, Minson & Volpp (2013) Holding the Hunger Games Hostage at the Gym: An Evaluation of Temptation Bundling. Management Science

Temptation Coupling

We’re more likely to do the hard stuff when tightly coupled with something tempting.

Why denying you your pleasures will help you achieve your dreams...

Soman & Gourville (2001) Transaction decoupling: how price bundling affects the decision to consume. Journal of Marketing Research.

The Risk of Bundling

Selling experiences in a bundle reduces their individual use.

Selling your services in a bundle may make your customers less likely to use them.

Gu, Botti & Faro (2013) Turning the page: the impact of choice closure on satisfaction. Journal of Consumer Research.

Choice Closure

We're more satisfied with choices when we engage in physical acts of closure.

How small physical acts can relieve product indecisiveness...

Soman (2003) The Effect of Payment Transparency on Consumption: Quasi-Experiments from the Field. Marketing Letters

Cashless Effect

We pay more when we can't actually see the money.

Why the cashless society will make you spend more...

Arkes, Hal R., and Catherine Blumer, “The psychology of sunk cost”, Organizational Behavior and Human Decision Processes, Vol. 35, No. 5, December 1985, 124-140.

Sunk Cost Effect

We’re reluctant to pull out of something we’d put effort into.

Find out why we find it hard to let go of our failures...

Dai, Milkman & Riis (2013) The Fresh Start Effect: Temporal Landmarks That Motivate Aspirational Behaviour. The Wharton School Research Paper No.51

Fresh Start Effect

We’ll more likely achieve goals set at the start of a new time period

Why timing is everything if we want to develop better habits...

Soster, Gershoff & Bearden (2014) The Bottom Dollar Effect: The Influence of Spending to Zero on Pain of Payment and Satisfaction. Journal of Consumer Research

Bottom Dollar Effect

We rate products negatively when they exhaust our budgets

Find out why product ratings are greatly affected by a shopper’s budget...

Rodway, Schepman & Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre‐stage Effect.

Centre-Stage Effect

Faced with a set of products, we prefer the one in the middle.

This new research will make you rethink your approach to shelf positioning...

Kahneman, Knetsch & Thaler (2009). Experimental Tests of the Endowment Effect and the Coase Theorem.

Endowment Effect

We value something more once we feel we own it

Dramatically improve sales by fostering ownership...

Lee & Zhao (2014) The Effect of Price on Preference Consistency Over Time. Journal of Consumer Research.

Price-Value Bias

How we frame a product’s price & features greatly affects its perceived value.

How ‘price framing’ can help buyers avoid feelings of regret...

Neys, Rossi & Houd (2013) Bats, balls, and substitution sensitivity: cognitive misers are no happy fools. Psychonomic Bulletin & Review

Cognitive Miser

We’re intellectually lazy, avoiding hard questions where possible

We cut corners. This has big implications for your pricing strategy...

Davis & Herr (2014) From Bye to Buy: Homophones as a Phonological Route to Priming

Bye-Now Effect

Reading the word ‘bye’ makes us more likely to buy.

Why same-sounding words can massively affect our decisions...

Isaac & Schindler (2014) The Top-Ten Effect: Consumers’ Subjective Categorization of Ranked Lists

Top Ten Effect

We break down ordered lists into smaller ones ending in 0 or 5

We're very irrational about lists of products. Find out why...

McFerran & Argo (2014) The Entourage Effect, Journal of Consumer Research, Vol. 40, No. 5

Entourage Effect

Our status is elevated when we share our VIP treatment

Why sharing scarcity may increase a product's value...

Cohen & Goldberg (1970). The Dissonance Model in Post-Decision Product Evaluation. Journal of Marketing Research.

Post-Purchase Rationalisation

We tend to justify a purchase by overlooking any faults seen

Why you should make customers feel good, even when they're wrong...

Milkman, Rogers & Bazerman (2009). Ice cream soon and vegetables later: A study of online grocery purchases and order lead time.

Present Bias

What we want now is not what we aspire to in the future

We want ice cream now but vegetables later. Find out why...

Norton, Mochon & Ariely (2012) The IKEA effect: When labor leads to love. Journal of Consumer Psychology.

IKEA Effect

We place disproportionately-high value on self-made products.

Why fostering creativity adds perceived value to your product...

Leif & Meyvis (2009) Enhancing the Television-Viewing Experience Through Commercial Interruptions, Journal of Consumer Research

Hedonic Adaptation

Restricting pleasure increases pleasure

You shouldn't always give people what they want. Here's why...

Kahneman, D. (1999) Well-Being: The Foundations of Hedonic Psychology

Peak-end Rule

Experiences are mostly judged by their end or peaks

Grasping product highs & lows is vital for success. Here's why...

van Putten, M et al. (2013) How consumers deal with missed discounts: Transaction decoupling, action orientation and inaction inertia

Inaction Inertia Effect

Missing an offer means you're less likely to buy in the future

Why failing to bag that promotion can be so damaging for your brand...

Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79

Choice Paradox

Too much choice will lead to indecision and lower sales

Why offering more variety may actually harm your profits and brand...

Zeigarnik, B (1927) Über das Behalten von erledigten und unerledigten Handlungen, Psychologische Forschung

Zeigarnik Effect

Uncompleted tasks stick in your mind more than completed ones

Find how to improve results through stickiness...

Sugden, R; Zheng, J & Zizzo, D (2013) Not all anchors are created equal. Journal of Economic Psychology 39 (2013) 21-31

Anchoring Bias

We tend to rely too heavily on the first piece of information seen

Find out why what you present first affects everything thereafter...

Hardman (2009). Judgment and decision making: psychological perspectives. Wiley-Blackwell.

Hyperbolic Discounting

We’ll accept smaller payoffs now over larger payoffs later on

Find out why consumer short-termism should make you change your product strategy...

Lynn, Flynn, & Helion (2013) Do Consumers Prefer Round Prices? Journal of Economic Psychology

Round Pricing Preference

We perceive round numbers as more trustworthy and representing higher quality

Find out why simple pricing will enhance your brand's perception...

Von Restorff, H. (1933) The effects of field formation in the trace field

Von Restorff Effect

Items that stand out from their peers are more memorable

Find out why being the right kind of 'different' is so important for your product...

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