Safety in numbers: argumentum ad populum, social proof, or our belief that what the masses are doing must be correct and what we should be doing, too.

This is true especially when uncertainty is at play. We are more inclined to follow the l...

Accessories that suggest authority (i.e. ‘Dr.’ titles, business suits) exploit our tendency to believe those in the know, even when such titles hold little to no real value.

“Experts say” is a phrase we’ve heard way too often in advertising campaig...

People want to appear consistent in their actions, but “a foolish consistency is the hobgoblin of little minds.”

The “low-ball” and “foot-in-the-door” techniques are used to get us to spend more by making us agree to an initially reasonable deal, f...

Our decisions are shaped more by how much we could lose than by how much we could gain. We value limited information and we are more affected by a drop from abundance to scarcity than scarcity in and of itself.

It is more dangerous to give people freedoms for a while, then ...