The Decoy Effect “We are all predictably irrational” – Dan Ariely
We like to think we’re rational decision-makers, carefully weighing costs and benefits. But what if our choices are…
The Authority Principle
“There is no truth. There is only perception.” – Gustave Flaubert Have you ever wondered why a doctor’s…
The Endowment Effect You make it, you own it.
Ever wonder why that chipped mug, a relic from your college days, feels irreplaceable? Or why your well-worn…
Reciprocity “I Saw That” – Karma
Imagine getting a free coffee from your favourite barista, then feeling compelled to leave a huge tip. Or…