12 types of human bias drive behaviour Anyone who suggests human beings and, therefore, consumers are rational is lying, delusional, stupid or all three. Human beings are anything but rational – but at least they are ‘Predictably Irrational’ – or so says Duke University Professor and psychologist – Dan Ariely. Much, though not all, of […]

12 types of human bias drive behaviour Anyone who suggests human beings and, therefore, consumers are rational is lying, delusional, stupid or all three. Human beings are anything but rational – but at least they are ‘Predictably Irrational’ – or so says Duke University Professor and psychologist – Dan Ariely. Much, though not all, of the irrational behaviour of consumers is facilitated by one or more biases. The most common biases are: Authority effect – thinking something is true because it came from a respected source Exposure effect – a tendency to view products you are exposed to as superior Decoy effect – where a decoy impacts the perception of two credible options Recency effect – considering the most recently heard facts as more reliable Framing effect – being influenced by how a proposition is framed Correlation bias – acting as if correlation means causation – when it does not…