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Ingredients
Over 100 Psychology principles and biases, each explaining how to apply them and the study that backs them.
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Decision Making
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Perception and Cognition
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Social and Emotional Influence
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Usability and Interaction
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dataset
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Paradox of Choice
Too many options reduce satisfaction.
neurology
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Peak-End Rule
Judging experiences by peak moments and the end.
dataset
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Scarcity Principle
Assigning greater value to limited resources.
dataset
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Framing Effect
Decisions shaped by how information is presented.
dataset
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Anchoring Bias
Relying heavily on the first info seen.
diversity_1
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Social Proof
Following others' actions in uncertainty.
dataset
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Endowment Effect
Overvaluing items because they are owned.
diversity_1
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Loss Aversion
Fearing losses more than valuing gains.
dataset
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Status Quo Bias
Preferring existing situations over change.
dataset
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Decoy Effect
An irrelevant option alters preferences.
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Sunk Cost Fallacy
Continuing due to past investment.
dataset
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Choice Architecture
Structuring options to influence decisions.
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Commitment Bias
Sticking to initial decisions or investments despite contradictory evidence.
touch_app
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Overconfidence Effect
Excessive belief in personal accuracy.
touch_app
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Cognitive Dissonance
Discomfort from conflicting thoughts or actions.
touch_app
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Optimism Bias
Overestimating positive outcomes.
touch_app
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Regret Aversion
Avoiding decisions to prevent future regret.
touch_app
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Self-Serving Bias
Attributing success internally and failures externally.
neurology
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Recency Effect
Prioritising the last information seen.
neurology
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Primacy Effect
Prioritising the first information seen.
neurology
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Serial Position Effect
Remembering the first and last items in a sequence.
touch_app
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Hindsight Bias
Believing outcomes were predictable after the fact.
touch_app
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Mere Exposure Effect
Familiarity breeds preference.
touch_app
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Von Restorff Effect
People notice items that stand out more.
diversity_1
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Barnum Effect
Believing vague statements are personal.
touch_app
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Illusory Correlation
Perceiving relationships where none exist.
touch_app
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Belief Perseverance
Holding onto beliefs despite contrary evidence.
diversity_1
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The Bandwagon Effect
People adopt behaviours or beliefs because others do.
diversity_1
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Authority Bias
Trusting authority figures more than others.
touch_app
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Illusion of Control
Overestimating one's ability to influence outcomes.
diversity_1
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False Consensus Effect
Overestimating agreement with personal views.
dataset
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Risk Compensation Effect
Increased risk-taking after safety improvements.
dataset
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Omission Bias
Preferring inaction over equivalent action.
touch_app
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Fear of Missing Out (FOMO)
Anxiety from perceived missed opportunities.
diversity_1
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Temporal Discounting
Preferring smaller immediate rewards over larger future ones.
touch_app
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Dunning-Kruger Effect
Overconfidence in one's competence.
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Pseudocertainty Effect
Preferring certain outcomes over probabilistic ones.
diversity_1
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Foot-in-the-Door Technique
Gaining compliance through small initial requests.
touch_app
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Contrast Effect
Perceiving differences more sharply.
diversity_1
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Reciprocity Principle
Feeling obligated to repay favours.
touch_app
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Placebo Effect
Belief influencing outcomes.
touch_app
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Effort Justification
Valuing outcomes based on effort invested.
diversity_1
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Self-Fulfilling Prophecy
Beliefs shape actions, influencing outcomes.
touch_app
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Survivorship Bias
Focusing on successes, ignoring failures.
touch_app
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Backfire Effect
Reinforcing beliefs when challenged.
neurology
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Nudge
Subtle hints can affect user decisions.
touch_app
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Cognitive Load
Mental effort needed for tasks.
touch_app
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Attentional Bias
Focusing on certain stimuli over others.
touch_app
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Curse of Knowledge
Difficulty imagining others' lack of knowledge.
neurology
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Choice-Supportive Bias
Favouring past choices despite flaws.
diversity_1
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Bystander Effect
Reduced action in the presence of others.
neurology
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End-of-Day Effect
Recalling the last event more vividly.
dataset
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Category Size Bias
Assuming greater likelihood of success when associated with a larger category.
touch_app
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Time Perception Bias
Perceiving time differently under varying contexts.
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The Ostrich Effect
Ignoring negative information to avoid discomfort.
diversity_1
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The Just-World Hypothesis
Believing the world is inherently fair.
diversity_1
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The Illusion of Asymmetric Insight
Believing you understand others better than they understand you.
touch_app
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The Illusion of Validity
Overestimating the accuracy of our judgments.
touch_app
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Egocentric Bias
Overestimating how much others share one’s views.
dataset
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Bikeshedding
Focusing on trivial tasks over more complex, significant ones.
diversity_1
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Cultural Bias
Judging through the lens of one's culture.
neurology
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False Memory
Recollections can be inaccurate or fabricated.
dataset
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Default Bias
Preference for pre-selected options.
touch_app
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Cheerleader Effect
Groups appear more attractive than individuals.
neurology
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Confirmation Bias
Seeking info that confirms beliefs.
neurology
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Negativity Bias
Focusing on negative over positive information.
touch_app
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IKEA Effect
Overvaluing self-created items.
dataset
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Planning Bias
Underestimating task time and complexity.
touch_app
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Hedonic Adaptation
Adjusting to positive or negative changes.
neurology
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Fitts's Law
Ease of interaction depends on size and distance.
neurology
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Zeigarnik Effect
Remembering incomplete tasks better.
neurology
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Progressive Disclosure
Presenting information gradually to avoid overwhelming users.
dataset
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Pareto Principle (80/20 Rule)
80% of outcomes stem from 20% of causes.
touch_app
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Self-Consistency Bias
Believing past actions align with current beliefs.
diversity_1
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Emotional Contagion
Sharing emotions through observation.
diversity_1
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Bottom-Dollar Effect
Negative emotions tied to depleted resources transfer to purchases made at th...
diversity_1
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Over-justification Effect
Rewards reducing intrinsic motivation.
touch_app
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False Uniqueness Effect
Overestimating the uniqueness of one’s traits.
diversity_1
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Groupthink
Conforming to group decisions for harmony.
neurology
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Feedback Loop
When users take action, feedback communicates what happened.
neurology
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Hick's Law
More options lead to harder decisions.
touch_app
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Availability Heuristic
Judging likelihood by ease of recall.
diversity_1
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The Ben Franklin Effect
Doing a favour for someone increases liking.
touch_app
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Hot Hand Fallacy
Believing a streak will continue.
touch_app
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Forer Effect
Believing vague statements are personal.
diversity_1
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Empathy Gap
Difficulty predicting behaviour in different emotional states.
diversity_1
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In-Group Bias
Favouring members of one's own group.
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Ambiguity Effect
Avoiding options with unknown outcomes.
dataset
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Action Bias
Preference for action over inaction.
touch_app
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Halo Effect
Judging based on one positive attribute.
neurology
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Affect Heuristic
Decisions based on current emotions rather than logic.
touch_app
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Priming
Subconscious influence from prior exposure.
touch_app
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Attentional Spotlight Effect
Overestimating how much others notice you.
dataset
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Outcome Bias
Judging decisions by their outcomes.
touch_app
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Simpson's Paradox
Trends reversing when data is grouped.
diversity_1
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Pygmalion Effect
High expectations improve performance.
touch_app
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Proximity Principle
Grouping based on spatial closeness.
touch_app
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Projection Bias
Assuming future preferences match current ones.
touch_app
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Self-Handicapping Bias
Creating excuses to protect self-esteem.
touch_app
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Base Rate Fallacy
Ignoring general probabilities for specifics.
