Part 3 of 10 · Psychology
Behavioral economics: how real people choose.
Humans aren't calculators. A short list of predictable biases explains why the 'rational' offer often loses.
Loss aversion
Losing $10 hurts about twice as much as gaining $10 feels good. Frame what people keep, not just what they get.
Defaults
Most people accept whatever is pre-selected. The default is the most powerful design decision on any screen.
Anchoring
The first number sets the scale for every number after it. Order your options on purpose.
Social proof
Uncertain people copy others like them. Show the behavior you want as already normal.
Open inside the Lab