Psychology

Marketing is about understanding people. For too long marketers have fixated on consumers, customers, members, and users. While these are important what is critical is seeking to understand people as ...

When supermarket owner Sylvan Goldman invented the first shopping cart in 1937, customers didn't want to use them. Thinking they looked effeminate, men preferred to stick to handbaskets. And women, ti...

The framing effect is when people make different decisions based on how the outcome is framed. Don Draper used it for the Lucky Strike ad on Mad Men....

Have you ever wondered why people are bouncing from your nearly-frictionless onboarding flow? Why the same change can result in a lift on one page and cause drop-off on another? Or why people who find...

When it comes to our life and decisions, we’re optimistic rationalizers. Every New Year’s Eve, we take resolutions that are grounded in perfectly valid reasons – reducing weight, quitting cigarettes, ...