Cognitive Lode

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A new resource to help you make better products. We distill the latest behavioural economics & consumer psychology research into helpful little brain gems.

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Choice braingems coglode retail ux

Choice

April 11, 2014

Read more about the crazy paradox of choice here: http://coglode.com/gems/choice-paradox Choice Paradox Too much choice will lead to indecision and lower sales In a study of jam, consumers were more likely to buy when offered 6 jams...

Anchoring Bias braingems coglode pricing retail ux

Anchoring Bias

April 11, 2014

Understand how the anchoring bias works here: http://coglode.com/gems/anchoring-bias Anchoring Bias We tend to rely too heavily on the first piece of information seen Setting a high price for one item makes all others seem cheaper, ...

Negativity Bias braingems coglode emotions ux

Negativity Bias

April 11, 2014

Negativity Bias We've a greater recall of the unpleasant over the positive http://coglode.com/gems/negativity-bias Consumers react by buying less on bad news, but sadly don’t buy more when hearing good, so be mindful of current sent...

Inaction Inertia Effect braingems coglode pricing retail ux

Inaction Inertia Effect

April 11, 2014

Inaction Inertia Effect Missing an offer means you're less likely to buy in the future http://coglode.com/gems/inaction-inertia-effect Foregoing a very attractive opportunity decreases our willingness to go for subsequent opportunit...

Von Restorff Effect braingems coglode retail ux

Von Restorff Effect

April 11, 2014

Von Restorff Effect Items that stand out from their peers are more memorable http://coglode.com/gems/von-restorff-effect But different doesn’t necessarily mean better. Being different is more memorable, but you need to be positively...

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Goal Gradient Effect

April 10, 2014

Goal Gradient Effect We purchase faster if the task is started for us... http://coglode.com/gems/goal-gradient-effect A 10-space coffee card pre-stamped twice will be completed faster than an 8 with no pre-stamps.

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Peak-End Rule

April 10, 2014

Peak-End Rule Experiences are mostly judged by their end or peaks... http://coglode.com/gems/peak-end-rule We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the e...

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Hedonic Adaptation

April 10, 2014

Von Restorff Effect Items that stand out from their peers are more memorable... http://coglode.com/gems/von-restorff-effect But different doesn’t necessarily mean better. Being different is more memorable, but you need to be positi...

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