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2020-10-28
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HTTP/1.1 200 OKServer: nginxDate: Wed, 11 Sep 2024 00:48:48 GMTContent-Type: text/htmlContent-Length: 57680Connection: keep-aliveVary: Accept-EncodingLast-Modified: Sun, 23 Jun 2024 15:23:15 GMTVary: Accept-EncodingAccept-Ranges: bytes !doctype html>html langen>head>style>.varioqub-antiflicker {opacity: 0 !important;}/style>script> (function(a,n,t,i,f,li,c,k,e,r){ atat||function(){(at.aat.a||).push(arguments)};n.classList.add(i);cfunction(){n.classList.remove(i)};li.callbackc;at.antiFlickerli;setTimeout(c,f); })(window, document.documentElement, ymab, varioqub-antiflicker, 4000, { metrika.97649127: true });/script> !-- Google Tag Manager -->script>(function(w,d,s,l,i){wlwl||;wl.push({gtm.start:new Date().getTime(),event:gtm.js});var fd.getElementsByTagName(s)0,jd.createElement(s),dll!dataLayer?&l+l:;j.asynctrue;j.srchttps://www.googletagmanager.com/gtm.js?id+i+dl;f.parentNode.insertBefore(j,f);})(window,document,script,dataLayer,GTM-5FFQK93);/script>!-- End Google Tag Manager --> meta charsetutf-8> meta nameviewport contentwidthdevice-width, initial-scale1, shrink-to-fitno> meta namedescription content> meta nameauthor contentStanislav Molleker> title>Conversion Cards - the ideas from behavioural sciences to support conversion rate optimisation projects./title> link relcanonical hrefhttp://conversion.cards/> link relstylesheet hrefhttps://stackpath.bootstrapcdn.com/bootstrap/4.5.2/css/bootstrap.min.css integritysha384-JcKb8q3iqJ61gNV9KGb8thSsNjpSL0n8PARn9HuZOnIxN0hoP+VmmDGMN5t9UJ0Z crossoriginanonymous> link hreflocal.css relstylesheet>/head>body>!-- Google Tag Manager (noscript) -->noscript>iframe srchttps://www.googletagmanager.com/ns.html?idGTM-5FFQK93height0 width0 styledisplay:none;visibility:hidden>/iframe>/noscript>!-- End Google Tag Manager (noscript) --> header>div classnavbar navbar-dark bg-dark shadow-sm pad-overide fixed-top> button classnavbar-toggler visible d-md-none typebutton data-togglecollapse data-target#navbarHeader_2 aria-controlsnavbarHeader aria-expandedfalse aria-labelToggle navigation idshow_filter_mob> svg xmlnshttp://www.w3.org/2000/svg viewBox0 0 24 24 width24 height24 idshow_filter_mob_svg>path fill-ruleevenodd dM10 22a2 2 0 01-2-2V4a2 2 0 012-2h11a2 2 0 012 2v16a2 2 0 01-2 2H10zm-.5-2a.5.5 0 00.5.5h11a.5.5 0 00.5-.5V4a.5.5 0 00-.5-.5H10a.5.5 0 00-.5.5v16zM6.17 4.165a.75.75 0 01-.335 1.006c-.228.114-.295.177-.315.201a.037.037 0 00-.008.016.387.387 0 00-.012.112v13c0 .07.008.102.012.112a.03.03 0 00.008.016c.02.024.087.087.315.201a.75.75 0 11-.67 1.342c-.272-.136-.58-.315-.81-.598C4.1 19.259 4 18.893 4 18.5v-13c0-.393.1-.759.355-1.073.23-.283.538-.462.81-.598a.75.75 0 011.006.336zM2.15 5.624a.75.75 0 01-.274 1.025c-.15.087-.257.17-.32.245C1.5 6.96 1.5 6.99 1.5 7v10c0 .01 0 .04.056.106.063.074.17.158.32.245a.75.75 0 11-.752 1.298C.73 18.421 0 17.907 0 17V7c0-.907.73-1.42 1.124-1.65a.75.75 0 011.025.274z>/path>/svg> /button> div classnavbar-text d-none d-md-block> Focus on: button typebutton classbtn btn-sm btn-la idbtn-la>Loss Aversion/button> button typebutton classbtn btn-sm btn-wys idbtn-wys>WYSIATI/button> button typebutton classbtn btn-sm btn-ce idbtn-ce>Cognitive Load/button> button typebutton classbtn btn-sm btn-soc idbtn-soc>Social/button> button typebutton classbtn btn-sm btn-ec idbtn-ec>Embodied Cognition/button> span class> /span> button typebutton classbtn btn-sm btn-re idbtn-re>Research/button> button typebutton classbtn btn-sm btn-pe idbtn-pe>Perception/button> button typebutton classbtn btn-sm btn-de idbtn-de>Decisions/button> button typebutton classbtn btn-sm btn-mo idbtn-mo>Motivation/button> span class> /span> button typebutton classbtn btn-sm btn-clear idbtn-clear>Clear/button> /div> div classpos-overide> button classnavbar-toggler navbar-right typebutton data-togglecollapse data-target#navbarHeader aria-controlsnavbarHeader aria-expandedfalse aria-labelToggle navigation idshow_descr> svg xmlnshttp://www.w3.org/2000/svg viewBox0 0 24 24 width24 height24 idshow_descr_svg>path fill-ruleevenodd dM0 4.75C0 3.784.784 3 1.75 3h20.5c.966 0 1.75.784 1.75 1.75v14.5A1.75 1.75 0 0122.25 21H1.75A1.75 1.75 0 010 19.25V4.75zm1.75-.25a.25.25 0 00-.25.25v14.5c0 .138.112.25.25.25h20.5a.25.25 0 00.25-.25V4.75a.25.25 0 00-.25-.25H1.75z>/path>path fill-ruleevenodd dM5 8.75A.75.75 0 015.75 8h11.5a.75.75 0 010 1.5H5.75A.75.75 0 015 8.75zm0 4a.75.75 0 01.75-.75h5.5a.75.75 0 010 1.5h-5.5a.75.75 0 01-.75-.75z>/path>/svg> /button> /div> /div> div classcollapse bg-dark idnavbarHeader> div classcontainer my-pad-2> div classrow> div classcol-sm-8 col-md-7 py-4> h4 classtext-white>About/h4> p classmy-muted> strong>Conversion.Cards/strong> is the list of ideas (biases, heuristics, effects, etc.) from behavioural sciences that proved to be extremely useful for successful conversion rate optimisation (CRO) projects, particularly during the stages of identifying problems, generating ideas, designing experiments, analysing results, and drawing insights from the data. /p> p classmy-muted> The list is built upon the ideas from the books of Daniel Kahneman (Thinking, Fast and Slow), Dan Ariely (Predictably Irrational), Robert Cialdini (Influence: The Psychology of Persuasion) and many other great scientists. /p> p classmy-muted> The list is not complete or comprehensive to any extent, it grows and changes. It includes only what I consider to be most relevant and useful for CRO and marketing relying on my 10 years of practical experience. /p> p classmy-muted> The cards are grouped by relevant theoretical concepts: /p> ul classlist-group my-muted> li>Social,/li> li>Loss Aversion,/li> li>WYSIATI,/li> li>Cognitive Ease,/li> li>Embodied Cognition,/li> /ul> p>/p> p classmy-muted> ...and practical areas: /p> ul classlist-group my-muted> li>Research, Experiments, and Test,/li> li>Motivation, Action, and Engagement,/li> li>Perception, Attention, and Focus,/li> li>Decision making, Judgement, and Choice. /li> /ul> p>/p> p classmy-muted> You can filter/highlight the cards relevant to your interest. /p> /div> div classcol-sm-4 offset-md-1 py-4> h4 classtext-white>How To/h4> img srcfinal_draft_card_example.png classcard_image> /div> /div> /div> /div> div classcollapse bg-dark fixed-filter idnavbarHeader_2> div classcontainer p-3 p-overide-top-0> div classrow> div classcol> p classp-overide>Theory:/p> button typebutton classbtn b_mob btn-sm btn-la idbtn-la>Loss Aversion/button> button typebutton classbtn b_mob btn-sm btn-wys idbtn-wys>WYSIATI/button> button typebutton classbtn b_mob btn-sm btn-ce idbtn-ce>Cognitive Ease/button> button typebutton classbtn b_mob btn-sm btn-soc idbtn-soc>Social/button> button typebutton classbtn b_mob btn-sm btn-ec idbtn-ec>Embodied Cognition/button> p classp-overide>Practice:/p> button typebutton classbtn b_mob btn-sm btn-re idbtn-re>Research/button> button typebutton classbtn b_mob btn-sm btn-pe idbtn-pe>Perception/button> button typebutton classbtn b_mob btn-sm btn-de idbtn-de>Decisions/button> button typebutton classbtn b_mob btn-sm btn-mo idbtn-mo>Motivation/button> p classp-overide p-overide-2> /p> button typebutton classbtn btn-sm btn-clear idbtn-clear>Clear/button> /div> /div> /div> /div> div classblank>/div>/header>main rolemain classmy-dark>div classcontainer my-pad> h1 class>Conversion.Cards/h1> div classcentr_div to_hide>These first two are special. They are the exact reason why we need this deck and should always remind us how irrational we might be./div> div classrow to_hide> !-- card start --> div classcol-lg-6 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Bias Blind Spot/h4> We see ourselves as less biased than other people and fail to see the impact of biases on our own judgment. /div> div classmy-class de>/div> /div> /div> /div> !-- card end --> !-- card start --> div classcol-lg-6 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Naïve Realism/h4> We tend to believe that we see reality as it really is – objectively and without bias, and that people who disagree with us must be uninformed, irrational, or biased. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div> /div> !-- card end --> /div>/div>!-- -->!-- -->!-- -->div classalbum py-5 my-dark> div classcontainer> div classrow> !-- all cards start -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Aesthetic-Usability Effect/h4> We are strongly influenced by the aesthetics of an interface and perceive visually appealing designs (and attractive products) to be much more intuitive and easier to use. /div> div classmy-class ce>/div> div classmy-class re>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Affect Heuristic/h4> Our emotions affect our judgement and decisions. /div> div classmy-class ec>/div> div classmy-class mo>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Ambiguity Effect/h4> We dislike uncertainty and lack of information so we tend to prefer options for which the chance of positive outcome is known and avoid the ones we consider ambiguous. /div> div classmy-class la>/div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Anchoring/h4> We tend to rely too heavily on an initial piece of information (even arbitrary or irrelevant) to make subsequent judgments during decision making. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Attentional Bias/h4> Our perception is affected by factors in our attention (especially by recurring thoughts).br>We tend to focus on elements that are salient or relevant to us and overlook others. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Authority/h4> We tend to comply with, follow the lead of, and be influenced by authority figures (including any perceived experts in different fields) with the implicit assumption that they may have greater wisdom and accuracy of opinions. /div> div classmy-class soc>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Availability Cascade/h4> Our collective beliefs are shaped by the available information and emotional reaction to it.br>As an idea gains more attention (in media) and is discussed (repeated) more often, its availability increases, therefore it becomes more plausible, is adopted by more people, and this, in turn, spreads it even further. /div> div classmy-class soc>/div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Availability Heuristic/h4> We tend to judge the importance, frequency, or probability of events by the ease with which they come to mind.br>Familiarity is not easily distinguished from truth. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Bandwagon Effect/h4> We tend to adopt behaviours and ideas or follow particular actions just because many other people do or think this way.br>a.k.a Herd Behavior /div> div classmy-class soc>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Belief Bias/h4> We tend to evaluate arguments by how plausible the conclusions are (and how aligned they are with our values, beliefs, and prior knowledge). /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Choice Overload/h4> We find it more difficult to make decisions (so we are less likely to make them) when a large number of options is available. Time constraints, accountability, and preference uncertainty can further increase choice complexity.br>a.k.a Overchoice /div> div classmy-class la>/div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Clustering Illusion/h4> We tend to see phantom patterns or clusters in data and associate some meaning with them.br>We tend to underpredict the amount of variability possible in small samples of random data. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Cognitive Fluency/h4> We prefer things that are easy to process.br>An idea that is easy to process is likely to be perceived more positively, as more trustworthy, and of higher value. /div> div classmy-class ce>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Cognitive Load/h4> Our attention and working memory are limited in both capacity and duration.br>Slow and deliberate thinking requires significant mental effort. /div> div classmy-class ce>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Confirmation Bias/h4> We tend to search for, focus on, and favour information that confirms our beliefs or hypotheses and ignore information that is inconsistent with them. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Congruence Bias/h4> We tend to test only our initial hypotheses and disregard possible alternatives.br>We are more concerned to confirm our ideas are correct rather than to find the best answer. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Contrast/h4> Contrast (the difference between elements in a composition) affects our pre-attentive and visual processing.br>An element with high contrast is seen first and gets primary attention. /div> div classmy-class ce>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Courtesy Bias/h4> We might hesitate to express our true opinions and provide honest negative feedback and rather give answers that are socially correct, polite, or positive so as not to offend anyone. /div> div classmy-class soc>/div> div classmy-class re>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Curse Of Knowledge/h4> We project our knowledge and experience onto others. So we assume they know what we know and understand us much better than in fact they do.br>It is extremely difficult for us to think about something from the position of ignorance. /div> div classmy-class re>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Decoy Effect/h4> Adding a third inferior option (decoy) might change our perception and preferences between the initial two.br>A decoy makes the choice easier.br>a.k.a. Asymmetric Dominance Effect /div> div classmy-class ce>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Default Effect/h4> We tend to choose the default option over all others, especially when the degree of uncertainty is high and the choice is difficult. /div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Distinction Bias/h4> We tend to overestimate the significance of small differences between options when comparing them in a joint evaluation. /div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Effort Justification/h4> We tend to attribute much more value to an outcome that was harder to achieve.br>We rationalise our efforts by increasing the attractiveness of the result. /div> div classmy-class la>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Ego Depletion/h4> Tasks requiring self-control deplete our mental resources which are limited. Running out of energy results in the state of ego depletion, which negatively affect motivation and performance, our self-control becomes impaired and we make poor or impulsive decisions. /div> div classmy-class ec>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Embodied Cognition/h4> Our perception, attention, decision making, and motivation are strongly influenced by the state of our body. /div> div classmy-class ec>/div> div classmy-class mo>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Empathy Gap/h4> We underestimate the influences of strong emotions and feelings on our attitudes, preferences, judgement, and decisions. /div> div classmy-class ec>/div> div classmy-class mo>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Endowment Effect/h4> We value goods or services more and evaluate them more positively when we have a sense of ownership (or feel like we own them).br>a.k.a. Ownership Bias /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Escalation Of Commitment/h4> We might get locked into a course of action, committing more effort and resources because it is aligned with the previous behaviours, decisions, and actions (especially expressed publicly) and despite facing increasingly negative outcomes and feedback. /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Focusing Illusion/h4> We might focus too much on certain details or give too much weight to one particular piece of information and neglect other factors and considerations. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Foot-in-the-door/h4> We are more likely to comply with a large request if we complied with a modest one first. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Framing/h4> The way information is presented affects our perception, judgement, and decision making. /div> div classmy-class wys>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Frequency Illusion/h4> Due to selective attention, we tend to notice something more when we are aware of it.br>Once we noticed something new we start noticing every instance of it and overestimate the real frequency of occurrence. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Fresh Start Effect/h4> Temporal landmarks (the start of a new time period) inspire us to set goals and take action towards them, thereby making these goals more likely to be achieved. /div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Goal Gradient Effect/h4> We tend to increase our efforts to achieve a goal as we approach it.br>Our perception of progress toward a goal affects our motivation. /div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Groupthink/h4> Being a part of a group we might aim for harmony and conformity and therefore to minimize conflict and reach consensus we make non-optimal, dysfunctional, or irrational decisions, avoid expressing our personal opinions and beliefs, or disregard alternative viewpoints. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Halo Effect/h4> We tend to use one (usually unrelated) trait of a person or thing to make an overall judgment.br>Our impression of one trait affects our perception of all others. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>IKEA Effect/h4> We tend to value things more when we invested effort into creating them. /div> div classmy-class la>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Illusion Of Truth/h4> We tend to believe false information to be correct after repeated exposure.br>Assessing the truth we rely on understanding and familiarity of information, and familiarity can overpower rationality. /div> div classmy-class wys>/div> div classmy-class ce>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Illusion Of Validity/h4> We tend to be overconfident in the accuracy of our judgements, interpretations, and predictions when the data analyzed shows a coherent story. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Illusory Correlation/h4> We might perceive a relationship between two variables or events while no relationship exists. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Interoceptive Bias/h4> The internal state of the body affects our judgement about external, unrelated circumstances. /div> div classmy-class ec>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Law Of The Instrument/h4> We tend to over-rely on familiar tools, skills, or methods, thereby we use them at every opportunity and ignore alternative approaches or solutions. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Loss Aversion/h4> We tend to prefer avoiding losses to acquiring equivalent gains.br>The pain of losing is twice as powerful as the pleasure of gaining. /div> div classmy-class la>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Mere Exposure Effect/h4> We tend to prefer and be attracted to things that are familiar to us.br>The more familiar a thing is, the more we like it. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Messenger Effect/h4> We treat information differently depending on how credible the source is perceived, which is commonly defined by its expertise, trustworthiness, and attractiveness. /div> div classmy-class soc>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Not Invented Here/h4> We tend to ignore and avoid products, solutions, ideas, or knowledge originated in external culture. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Observer-expectancy Effect/h4> Our expectations for experiment results tend to bias the outcome of the experiment.br>We might (unconsciously and unintentionally) convey our expectations and influence the behaviour of participants. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Outcome Primacy/h4> The outcome of the first experience with a given task or decision has a large and lasting effect on subsequent behaviour and actions. /div> div classmy-class wys>/div> div classmy-class mo>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Peak-end Rule/h4> We judge our experiences based on how they felt at their peaks (the most extreme points) and at their ends. /div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Positive Mimicry/h4> We learn about appropriate social behaviour and responses by comparing our behaviour with the actions of others. /div> div classmy-class soc>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Present Bias/h4> We tend to focus on the here and now, overvalue immediate rewards, and prefer smaller payoffs that are closer to the present over larger payoffs in the future. /div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Primacy Effect/h4> It is easier for us to recall the information presented first. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Priming/h4> Exposure to one stimulus influences our response (without our conscious awareness) to subsequent stimuli. /div> div classmy-class wys>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Proximity/h4> We perceive objects that are close to one another or follow a sequence as related.br>a.k.a. Juxtaposition /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Reactance/h4> When our behavioural freedoms (e.g. of choice) are threatened or eliminated, we tend to resist and seek to restore them, often doing the opposite of what is desired from us. We also become more resistant to persuasion. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Reactivity/h4> We tend to change our behaviour and performance due to the awareness that we are being observed.br>a.k.a. Hawthorne effect /div> div classmy-class re>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Recency Bias/h4> We tend to attribute greater importance to the most recent events. /div> div classmy-class wys>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Reciprocity/h4> We tend to respond to a positive action with another positive action.br>We feel obliged to return the favour we received earlier. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Recognition/h4> Public acknowledgement of our status or merits motivates us and encourages engagement. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Relativity Of Evaluations/h4> Making relative judgements is the natural way we think so we prefer to make decisions based on comparison.br>We evaluate options differently when they are presented simultaneously and in isolation. /div> div classmy-class ce>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Rhyme-as-reason Effect/h4> We perceive a statemant as more accurate or truthful when it is written to rhyme. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Salience/h4> We tend to focus on what is more prominent, vivid, and emotionally striking and ignore what is normal and does not attract our attention. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Scarcity/h4> We place a higher value on an object that is scarce or has limited access.br>The more difficult it is to acquire an item the more value that item has. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class mo>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Selective Perception/h4> Our expectations affect our perception.br>We tend to see and notice things that fit our beliefs or expectations and overlook the ones that contradict them. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Semmelweis Reflex/h4> We tend to reject new evidence or knowledge if it contradicts established norms, beliefs, or paradigms. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Sense Of Urgency/h4> We are more likely to act when there is a deadline and/or we are under time pressure (e.g. limited time offer). /div> div classmy-class la>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Serial-position Effect/h4> We tend to recall the first and last items in a series best. /div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Social Comparison/h4> We seek to evaluate our opinions and abilities and do so by comparing ourselves to others.br>Upward social comparisons might motivate us to achieve more or reach higher, showing us that our peers are doing better is likely to improve our performance. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Social Norms/h4> Social norms define and guide acceptable and appropriate behaviour.br>We tend to act the way we think most other people do. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Social Proof/h4> In an uncertain or unfamiliar situation, we tend to copy the actions and decisions of others assuming they possess more knowledge about the situation. /div> div classmy-class soc>/div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Status Quo Bias/h4> We tend to like things to stay as they are.br>Status quo is a reference point, and any change is perceived as a loss. /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Subjective Validation/h4> We tend to consider something to be true if our beliefs require so or if it has personal significance to us. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Sunk Cost Fallacy/h4> While only future costs are relevant to rational decision-making, we tend to rely on previous investments (of time, money, or effort) to justify further expenditures and continue a struggling or failing project. /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Survivorship Bias/h4> We tend to focus on things that survived some selection process and overlook the others due to their lack of visibility. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>System Justification/h4> We tend to defend, support, and justify the societal status quo and view it as stable and desirable.br>We need to retain a positive image of a social system as we are part of it. /div> div classmy-class la>/div> div classmy-class mo>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Von Restorff Effect/h4> In a group of objects, we tend to remember the one that is different from the rest.br>a.k.a Isolation Effect /div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>WYSIATI/h4> What You See Is All There Is.br>We construct the best possible story out of the information we have, we are not fully aware of what we dont know, and we tend not to look for what we dont see. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Zero-risk Bias/h4> We tend to prefer a complete elimination of a small risk over a great reduction in a larger risk. /div> div classmy-class la>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->!-- div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>The Idea/h4> The essence of the idea. br>br> Use the buttons to filter the cards. br>br> Theory-based groups. br>br> Practice-based groups. /div> div classmy-class la>/div> div classmy-class de>/div> div classmy-class ec>/div> div classmy-class re>/div> /div> /div>/div> -->!-- card end --> !-- all cards end --> /div> !-- end row --> /div> !-- end container -->/div> !-- end album -->!-- -->!-- -->!-- -->/main>footer classmy-muted bg-dark> div classcontainer> p classfloat-right>a href#>Back to top/a>/p> p>Created by a 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HTTP/1.1 200 OKServer: nginxDate: Wed, 11 Sep 2024 00:48:49 GMTContent-Type: text/htmlContent-Length: 57680Connection: keep-aliveVary: Accept-EncodingLast-Modified: Sun, 23 Jun 2024 15:23:15 GMTVary: Accept-EncodingAccept-Ranges: bytes !doctype html>html langen>head>style>.varioqub-antiflicker {opacity: 0 !important;}/style>script> (function(a,n,t,i,f,li,c,k,e,r){ atat||function(){(at.aat.a||).push(arguments)};n.classList.add(i);cfunction(){n.classList.remove(i)};li.callbackc;at.antiFlickerli;setTimeout(c,f); })(window, document.documentElement, ymab, varioqub-antiflicker, 4000, { metrika.97649127: true });/script> !-- Google Tag Manager -->script>(function(w,d,s,l,i){wlwl||;wl.push({gtm.start:new Date().getTime(),event:gtm.js});var fd.getElementsByTagName(s)0,jd.createElement(s),dll!dataLayer?&l+l:;j.asynctrue;j.srchttps://www.googletagmanager.com/gtm.js?id+i+dl;f.parentNode.insertBefore(j,f);})(window,document,script,dataLayer,GTM-5FFQK93);/script>!-- End Google Tag Manager --> meta charsetutf-8> meta nameviewport contentwidthdevice-width, initial-scale1, shrink-to-fitno> meta namedescription content> meta nameauthor contentStanislav Molleker> title>Conversion Cards - the ideas from behavioural sciences to support conversion rate optimisation projects./title> link relcanonical hrefhttp://conversion.cards/> link relstylesheet hrefhttps://stackpath.bootstrapcdn.com/bootstrap/4.5.2/css/bootstrap.min.css integritysha384-JcKb8q3iqJ61gNV9KGb8thSsNjpSL0n8PARn9HuZOnIxN0hoP+VmmDGMN5t9UJ0Z crossoriginanonymous> link hreflocal.css relstylesheet>/head>body>!-- Google Tag Manager (noscript) -->noscript>iframe srchttps://www.googletagmanager.com/ns.html?idGTM-5FFQK93height0 width0 styledisplay:none;visibility:hidden>/iframe>/noscript>!-- End Google Tag Manager (noscript) --> header>div classnavbar navbar-dark bg-dark shadow-sm pad-overide fixed-top> button classnavbar-toggler visible d-md-none typebutton data-togglecollapse data-target#navbarHeader_2 aria-controlsnavbarHeader aria-expandedfalse aria-labelToggle navigation idshow_filter_mob> svg xmlnshttp://www.w3.org/2000/svg viewBox0 0 24 24 width24 height24 idshow_filter_mob_svg>path fill-ruleevenodd dM10 22a2 2 0 01-2-2V4a2 2 0 012-2h11a2 2 0 012 2v16a2 2 0 01-2 2H10zm-.5-2a.5.5 0 00.5.5h11a.5.5 0 00.5-.5V4a.5.5 0 00-.5-.5H10a.5.5 0 00-.5.5v16zM6.17 4.165a.75.75 0 01-.335 1.006c-.228.114-.295.177-.315.201a.037.037 0 00-.008.016.387.387 0 00-.012.112v13c0 .07.008.102.012.112a.03.03 0 00.008.016c.02.024.087.087.315.201a.75.75 0 11-.67 1.342c-.272-.136-.58-.315-.81-.598C4.1 19.259 4 18.893 4 18.5v-13c0-.393.1-.759.355-1.073.23-.283.538-.462.81-.598a.75.75 0 011.006.336zM2.15 5.624a.75.75 0 01-.274 1.025c-.15.087-.257.17-.32.245C1.5 6.96 1.5 6.99 1.5 7v10c0 .01 0 .04.056.106.063.074.17.158.32.245a.75.75 0 11-.752 1.298C.73 18.421 0 17.907 0 17V7c0-.907.73-1.42 1.124-1.65a.75.75 0 011.025.274z>/path>/svg> /button> div classnavbar-text d-none d-md-block> Focus on: button typebutton classbtn btn-sm btn-la idbtn-la>Loss Aversion/button> button typebutton classbtn btn-sm btn-wys idbtn-wys>WYSIATI/button> button typebutton classbtn btn-sm btn-ce idbtn-ce>Cognitive Load/button> button typebutton classbtn btn-sm btn-soc idbtn-soc>Social/button> button typebutton classbtn btn-sm btn-ec idbtn-ec>Embodied Cognition/button> span class> /span> button typebutton classbtn btn-sm btn-re idbtn-re>Research/button> button typebutton classbtn btn-sm btn-pe idbtn-pe>Perception/button> button typebutton classbtn btn-sm btn-de idbtn-de>Decisions/button> button typebutton classbtn btn-sm btn-mo idbtn-mo>Motivation/button> span class> /span> button typebutton classbtn btn-sm btn-clear idbtn-clear>Clear/button> /div> div classpos-overide> button classnavbar-toggler navbar-right typebutton data-togglecollapse data-target#navbarHeader aria-controlsnavbarHeader aria-expandedfalse aria-labelToggle navigation idshow_descr> svg xmlnshttp://www.w3.org/2000/svg viewBox0 0 24 24 width24 height24 idshow_descr_svg>path fill-ruleevenodd dM0 4.75C0 3.784.784 3 1.75 3h20.5c.966 0 1.75.784 1.75 1.75v14.5A1.75 1.75 0 0122.25 21H1.75A1.75 1.75 0 010 19.25V4.75zm1.75-.25a.25.25 0 00-.25.25v14.5c0 .138.112.25.25.25h20.5a.25.25 0 00.25-.25V4.75a.25.25 0 00-.25-.25H1.75z>/path>path fill-ruleevenodd dM5 8.75A.75.75 0 015.75 8h11.5a.75.75 0 010 1.5H5.75A.75.75 0 015 8.75zm0 4a.75.75 0 01.75-.75h5.5a.75.75 0 010 1.5h-5.5a.75.75 0 01-.75-.75z>/path>/svg> /button> /div> /div> div classcollapse bg-dark idnavbarHeader> div classcontainer my-pad-2> div classrow> div classcol-sm-8 col-md-7 py-4> h4 classtext-white>About/h4> p classmy-muted> strong>Conversion.Cards/strong> is the list of ideas (biases, heuristics, effects, etc.) from behavioural sciences that proved to be extremely useful for successful conversion rate optimisation (CRO) projects, particularly during the stages of identifying problems, generating ideas, designing experiments, analysing results, and drawing insights from the data. /p> p classmy-muted> The list is built upon the ideas from the books of Daniel Kahneman (Thinking, Fast and Slow), Dan Ariely (Predictably Irrational), Robert Cialdini (Influence: The Psychology of Persuasion) and many other great scientists. /p> p classmy-muted> The list is not complete or comprehensive to any extent, it grows and changes. It includes only what I consider to be most relevant and useful for CRO and marketing relying on my 10 years of practical experience. /p> p classmy-muted> The cards are grouped by relevant theoretical concepts: /p> ul classlist-group my-muted> li>Social,/li> li>Loss Aversion,/li> li>WYSIATI,/li> li>Cognitive Ease,/li> li>Embodied Cognition,/li> /ul> p>/p> p classmy-muted> ...and practical areas: /p> ul classlist-group my-muted> li>Research, Experiments, and Test,/li> li>Motivation, Action, and Engagement,/li> li>Perception, Attention, and Focus,/li> li>Decision making, Judgement, and Choice. /li> /ul> p>/p> p classmy-muted> You can filter/highlight the cards relevant to your interest. /p> /div> div classcol-sm-4 offset-md-1 py-4> h4 classtext-white>How To/h4> img srcfinal_draft_card_example.png classcard_image> /div> /div> /div> /div> div classcollapse bg-dark fixed-filter idnavbarHeader_2> div classcontainer p-3 p-overide-top-0> div classrow> div classcol> p classp-overide>Theory:/p> button typebutton classbtn b_mob btn-sm btn-la idbtn-la>Loss Aversion/button> button typebutton classbtn b_mob btn-sm btn-wys idbtn-wys>WYSIATI/button> button typebutton classbtn b_mob btn-sm btn-ce idbtn-ce>Cognitive Ease/button> button typebutton classbtn b_mob btn-sm btn-soc idbtn-soc>Social/button> button typebutton classbtn b_mob btn-sm btn-ec idbtn-ec>Embodied Cognition/button> p classp-overide>Practice:/p> button typebutton classbtn b_mob btn-sm btn-re idbtn-re>Research/button> button typebutton classbtn b_mob btn-sm btn-pe idbtn-pe>Perception/button> button typebutton classbtn b_mob btn-sm btn-de idbtn-de>Decisions/button> button typebutton classbtn b_mob btn-sm btn-mo idbtn-mo>Motivation/button> p classp-overide p-overide-2> /p> button typebutton classbtn btn-sm btn-clear idbtn-clear>Clear/button> /div> /div> /div> /div> div classblank>/div>/header>main rolemain classmy-dark>div classcontainer my-pad> h1 class>Conversion.Cards/h1> div classcentr_div to_hide>These first two are special. They are the exact reason why we need this deck and should always remind us how irrational we might be./div> div classrow to_hide> !-- card start --> div classcol-lg-6 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Bias Blind Spot/h4> We see ourselves as less biased than other people and fail to see the impact of biases on our own judgment. /div> div classmy-class de>/div> /div> /div> /div> !-- card end --> !-- card start --> div classcol-lg-6 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Naïve Realism/h4> We tend to believe that we see reality as it really is – objectively and without bias, and that people who disagree with us must be uninformed, irrational, or biased. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div> /div> !-- card end --> /div>/div>!-- -->!-- -->!-- -->div classalbum py-5 my-dark> div classcontainer> div classrow> !-- all cards start -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Aesthetic-Usability Effect/h4> We are strongly influenced by the aesthetics of an interface and perceive visually appealing designs (and attractive products) to be much more intuitive and easier to use. /div> div classmy-class ce>/div> div classmy-class re>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Affect Heuristic/h4> Our emotions affect our judgement and decisions. /div> div classmy-class ec>/div> div classmy-class mo>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Ambiguity Effect/h4> We dislike uncertainty and lack of information so we tend to prefer options for which the chance of positive outcome is known and avoid the ones we consider ambiguous. /div> div classmy-class la>/div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Anchoring/h4> We tend to rely too heavily on an initial piece of information (even arbitrary or irrelevant) to make subsequent judgments during decision making. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Attentional Bias/h4> Our perception is affected by factors in our attention (especially by recurring thoughts).br>We tend to focus on elements that are salient or relevant to us and overlook others. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Authority/h4> We tend to comply with, follow the lead of, and be influenced by authority figures (including any perceived experts in different fields) with the implicit assumption that they may have greater wisdom and accuracy of opinions. /div> div classmy-class soc>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Availability Cascade/h4> Our collective beliefs are shaped by the available information and emotional reaction to it.br>As an idea gains more attention (in media) and is discussed (repeated) more often, its availability increases, therefore it becomes more plausible, is adopted by more people, and this, in turn, spreads it even further. /div> div classmy-class soc>/div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Availability Heuristic/h4> We tend to judge the importance, frequency, or probability of events by the ease with which they come to mind.br>Familiarity is not easily distinguished from truth. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Bandwagon Effect/h4> We tend to adopt behaviours and ideas or follow particular actions just because many other people do or think this way.br>a.k.a Herd Behavior /div> div classmy-class soc>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Belief Bias/h4> We tend to evaluate arguments by how plausible the conclusions are (and how aligned they are with our values, beliefs, and prior knowledge). /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Choice Overload/h4> We find it more difficult to make decisions (so we are less likely to make them) when a large number of options is available. Time constraints, accountability, and preference uncertainty can further increase choice complexity.br>a.k.a Overchoice /div> div classmy-class la>/div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Clustering Illusion/h4> We tend to see phantom patterns or clusters in data and associate some meaning with them.br>We tend to underpredict the amount of variability possible in small samples of random data. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Cognitive Fluency/h4> We prefer things that are easy to process.br>An idea that is easy to process is likely to be perceived more positively, as more trustworthy, and of higher value. /div> div classmy-class ce>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Cognitive Load/h4> Our attention and working memory are limited in both capacity and duration.br>Slow and deliberate thinking requires significant mental effort. /div> div classmy-class ce>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Confirmation Bias/h4> We tend to search for, focus on, and favour information that confirms our beliefs or hypotheses and ignore information that is inconsistent with them. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Congruence Bias/h4> We tend to test only our initial hypotheses and disregard possible alternatives.br>We are more concerned to confirm our ideas are correct rather than to find the best answer. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Contrast/h4> Contrast (the difference between elements in a composition) affects our pre-attentive and visual processing.br>An element with high contrast is seen first and gets primary attention. /div> div classmy-class ce>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Courtesy Bias/h4> We might hesitate to express our true opinions and provide honest negative feedback and rather give answers that are socially correct, polite, or positive so as not to offend anyone. /div> div classmy-class soc>/div> div classmy-class re>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Curse Of Knowledge/h4> We project our knowledge and experience onto others. So we assume they know what we know and understand us much better than in fact they do.br>It is extremely difficult for us to think about something from the position of ignorance. /div> div classmy-class re>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Decoy Effect/h4> Adding a third inferior option (decoy) might change our perception and preferences between the initial two.br>A decoy makes the choice easier.br>a.k.a. Asymmetric Dominance Effect /div> div classmy-class ce>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Default Effect/h4> We tend to choose the default option over all others, especially when the degree of uncertainty is high and the choice is difficult. /div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Distinction Bias/h4> We tend to overestimate the significance of small differences between options when comparing them in a joint evaluation. /div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Effort Justification/h4> We tend to attribute much more value to an outcome that was harder to achieve.br>We rationalise our efforts by increasing the attractiveness of the result. /div> div classmy-class la>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Ego Depletion/h4> Tasks requiring self-control deplete our mental resources which are limited. Running out of energy results in the state of ego depletion, which negatively affect motivation and performance, our self-control becomes impaired and we make poor or impulsive decisions. /div> div classmy-class ec>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Embodied Cognition/h4> Our perception, attention, decision making, and motivation are strongly influenced by the state of our body. /div> div classmy-class ec>/div> div classmy-class mo>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Empathy Gap/h4> We underestimate the influences of strong emotions and feelings on our attitudes, preferences, judgement, and decisions. /div> div classmy-class ec>/div> div classmy-class mo>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Endowment Effect/h4> We value goods or services more and evaluate them more positively when we have a sense of ownership (or feel like we own them).br>a.k.a. Ownership Bias /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Escalation Of Commitment/h4> We might get locked into a course of action, committing more effort and resources because it is aligned with the previous behaviours, decisions, and actions (especially expressed publicly) and despite facing increasingly negative outcomes and feedback. /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Focusing Illusion/h4> We might focus too much on certain details or give too much weight to one particular piece of information and neglect other factors and considerations. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Foot-in-the-door/h4> We are more likely to comply with a large request if we complied with a modest one first. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Framing/h4> The way information is presented affects our perception, judgement, and decision making. /div> div classmy-class wys>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Frequency Illusion/h4> Due to selective attention, we tend to notice something more when we are aware of it.br>Once we noticed something new we start noticing every instance of it and overestimate the real frequency of occurrence. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Fresh Start Effect/h4> Temporal landmarks (the start of a new time period) inspire us to set goals and take action towards them, thereby making these goals more likely to be achieved. /div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Goal Gradient Effect/h4> We tend to increase our efforts to achieve a goal as we approach it.br>Our perception of progress toward a goal affects our motivation. /div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Groupthink/h4> Being a part of a group we might aim for harmony and conformity and therefore to minimize conflict and reach consensus we make non-optimal, dysfunctional, or irrational decisions, avoid expressing our personal opinions and beliefs, or disregard alternative viewpoints. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Halo Effect/h4> We tend to use one (usually unrelated) trait of a person or thing to make an overall judgment.br>Our impression of one trait affects our perception of all others. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>IKEA Effect/h4> We tend to value things more when we invested effort into creating them. /div> div classmy-class la>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Illusion Of Truth/h4> We tend to believe false information to be correct after repeated exposure.br>Assessing the truth we rely on understanding and familiarity of information, and familiarity can overpower rationality. /div> div classmy-class wys>/div> div classmy-class ce>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Illusion Of Validity/h4> We tend to be overconfident in the accuracy of our judgements, interpretations, and predictions when the data analyzed shows a coherent story. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Illusory Correlation/h4> We might perceive a relationship between two variables or events while no relationship exists. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Interoceptive Bias/h4> The internal state of the body affects our judgement about external, unrelated circumstances. /div> div classmy-class ec>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Law Of The Instrument/h4> We tend to over-rely on familiar tools, skills, or methods, thereby we use them at every opportunity and ignore alternative approaches or solutions. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>Loss Aversion/h4> We tend to prefer avoiding losses to acquiring equivalent gains.br>The pain of losing is twice as powerful as the pleasure of gaining. /div> div classmy-class la>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Mere Exposure Effect/h4> We tend to prefer and be attracted to things that are familiar to us.br>The more familiar a thing is, the more we like it. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Messenger Effect/h4> We treat information differently depending on how credible the source is perceived, which is commonly defined by its expertise, trustworthiness, and attractiveness. /div> div classmy-class soc>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Not Invented Here/h4> We tend to ignore and avoid products, solutions, ideas, or knowledge originated in external culture. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Observer-expectancy Effect/h4> Our expectations for experiment results tend to bias the outcome of the experiment.br>We might (unconsciously and unintentionally) convey our expectations and influence the behaviour of participants. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Outcome Primacy/h4> The outcome of the first experience with a given task or decision has a large and lasting effect on subsequent behaviour and actions. /div> div classmy-class wys>/div> div classmy-class mo>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Peak-end Rule/h4> We judge our experiences based on how they felt at their peaks (the most extreme points) and at their ends. /div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Positive Mimicry/h4> We learn about appropriate social behaviour and responses by comparing our behaviour with the actions of others. /div> div classmy-class soc>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Present Bias/h4> We tend to focus on the here and now, overvalue immediate rewards, and prefer smaller payoffs that are closer to the present over larger payoffs in the future. /div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Primacy Effect/h4> It is easier for us to recall the information presented first. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Priming/h4> Exposure to one stimulus influences our response (without our conscious awareness) to subsequent stimuli. /div> div classmy-class wys>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Proximity/h4> We perceive objects that are close to one another or follow a sequence as related.br>a.k.a. Juxtaposition /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Reactance/h4> When our behavioural freedoms (e.g. of choice) are threatened or eliminated, we tend to resist and seek to restore them, often doing the opposite of what is desired from us. We also become more resistant to persuasion. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Reactivity/h4> We tend to change our behaviour and performance due to the awareness that we are being observed.br>a.k.a. Hawthorne effect /div> div classmy-class re>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Recency Bias/h4> We tend to attribute greater importance to the most recent events. /div> div classmy-class wys>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Reciprocity/h4> We tend to respond to a positive action with another positive action.br>We feel obliged to return the favour we received earlier. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Recognition/h4> Public acknowledgement of our status or merits motivates us and encourages engagement. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Relativity Of Evaluations/h4> Making relative judgements is the natural way we think so we prefer to make decisions based on comparison.br>We evaluate options differently when they are presented simultaneously and in isolation. /div> div classmy-class ce>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Rhyme-as-reason Effect/h4> We perceive a statemant as more accurate or truthful when it is written to rhyme. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Salience/h4> We tend to focus on what is more prominent, vivid, and emotionally striking and ignore what is normal and does not attract our attention. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Scarcity/h4> We place a higher value on an object that is scarce or has limited access.br>The more difficult it is to acquire an item the more value that item has. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class mo>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Selective Perception/h4> Our expectations affect our perception.br>We tend to see and notice things that fit our beliefs or expectations and overlook the ones that contradict them. /div> div classmy-class wys>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Semmelweis Reflex/h4> We tend to reject new evidence or knowledge if it contradicts established norms, beliefs, or paradigms. /div> div classmy-class soc>/div> div classmy-class la>/div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Sense Of Urgency/h4> We are more likely to act when there is a deadline and/or we are under time pressure (e.g. limited time offer). /div> div classmy-class la>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Serial-position Effect/h4> We tend to recall the first and last items in a series best. /div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Social Comparison/h4> We seek to evaluate our opinions and abilities and do so by comparing ourselves to others.br>Upward social comparisons might motivate us to achieve more or reach higher, showing us that our peers are doing better is likely to improve our performance. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Social Norms/h4> Social norms define and guide acceptable and appropriate behaviour.br>We tend to act the way we think most other people do. /div> div classmy-class soc>/div> div classmy-class mo>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Social Proof/h4> In an uncertain or unfamiliar situation, we tend to copy the actions and decisions of others assuming they possess more knowledge about the situation. /div> div classmy-class soc>/div> div classmy-class ce>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Status Quo Bias/h4> We tend to like things to stay as they are.br>Status quo is a reference point, and any change is perceived as a loss. /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Subjective Validation/h4> We tend to consider something to be true if our beliefs require so or if it has personal significance to us. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Sunk Cost Fallacy/h4> While only future costs are relevant to rational decision-making, we tend to rely on previous investments (of time, money, or effort) to justify further expenditures and continue a struggling or failing project. /div> div classmy-class la>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Survivorship Bias/h4> We tend to focus on things that survived some selection process and overlook the others due to their lack of visibility. /div> div classmy-class wys>/div> div classmy-class re>/div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>System Justification/h4> We tend to defend, support, and justify the societal status quo and view it as stable and desirable.br>We need to retain a positive image of a social system as we are part of it. /div> div classmy-class la>/div> div classmy-class mo>/div> div classmy-class pe>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Von Restorff Effect/h4> In a group of objects, we tend to remember the one that is different from the rest.br>a.k.a Isolation Effect /div> div classmy-class pe>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4 classkeycon>WYSIATI/h4> What You See Is All There Is.br>We construct the best possible story out of the information we have, we are not fully aware of what we dont know, and we tend not to look for what we dont see. /div> div classmy-class wys>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>Zero-risk Bias/h4> We tend to prefer a complete elimination of a small risk over a great reduction in a larger risk. /div> div classmy-class la>/div> div classmy-class de>/div> /div> /div>/div>!-- card end -->!-- card start -->!-- div classcol-lg-4 col-md-6 d-flex justify-content-center card-col> div classcard mb-4> div classcard-body-2> div classcard-text-2> h4>The Idea/h4> The essence of the idea. br>br> Use the buttons to filter the cards. br>br> Theory-based groups. br>br> Practice-based groups. /div> div classmy-class la>/div> div classmy-class de>/div> div classmy-class ec>/div> div classmy-class re>/div> /div> /div>/div> -->!-- card end --> !-- all cards end --> /div> !-- end row --> /div> !-- end container -->/div> !-- end album -->!-- -->!-- -->!-- -->/main>footer classmy-muted bg-dark> div classcontainer> p classfloat-right>a href#>Back to top/a>/p> p>Created by a 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