Scientific Definition
Options judged side-by-side reveal different preferences than the same options judged alone.
Plain-English Definition
Options judged side-by-side reveal different preferences than the same options judged alone.
Feynman Explanation
People love your product until you put a competitor next to it. Or vice versa.
Core Principle
Options judged side-by-side reveal different preferences than the same options judged alone.
Mechanisms
Pending editorial review.
Options judged side-by-side reveal different preferences than the same options judged alone.
Pending editorial review.
Pending editorial review.
Pending editorial review.
Pending editorial review.
Pricing tables, comparison pages, RFP responses, talent calibration.
Inputs (Triggers)
Pending editorial review.
Outputs (Behaviors)
Pending editorial review.
Behavioral Signature
People love your product until you put a competitor next to it. Or vice versa.
Examples
- Hsee's dictionary study: thicker damaged dictionary loses head-to-head, wins alone.
- Pricing tables, comparison pages, RFP responses, talent calibration.
Pending editorial review.
Famous Experiments
Pending editorial review.
Design Principles
- Decide in advance which evaluation mode the decision deserves — don't let UI choose for you.
Measurement Approaches
Pending editorial review.
Evidence
Pending editorial review.
Pending editorial review.
The Perverse Incentive Lens™
How this behavior is exploited — and how to redesign around it.
- Decide in advance which evaluation mode the decision deserves — don't let UI choose for you.
Pending editorial review.
Pending editorial review.
Interactive Mini Network
Click any neighbor to re-center the graph and follow the threads of connection.
Knowledge Graph Neighbors
Auto-linked to the rest of the Human Behavior Taxonomy by family, domain, dimension, and shared keywords.
How will I feel about this in 10 minutes / 10 months / 10 years?
Inattention or forgetfulness caused by low attention, hyperfocus, or distraction.
Forgetting to compare an offer with the next-best alternative.
Outcomes that could have happened but did not.
Overthinking a situation so that decision-making stalls.
The first number on the table silently sets the range for every number after it.
Tversky & Kahneman's classic: identical outcomes flip from 'risk averse' to 'risk seeking' when framed as lives saved vs. lives lost.
Our perception is shaped by what we selectively pay attention to.
Favoring suggestions from automated systems over conflicting human judgment.
A color appears different depending on adjacent colors.
Decisions are constrained by available information, cognitive limits, and time.
The ability to focus on one voice in a noisy environment.