COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models.

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models.

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

CENTRE-STAGE EFFECT

Faced with a set of products, we prefer the one in the middle. New research has found that for products arranged vertically or horizontally, we tend to prefer the one placed in the middle. Rodway, Schepman & Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre‐stage Effect. In a study on this phenomenon

PEAK-END RULE

Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of Hedonic

Psychology.

AFTERLIFE EFFECT

Governments can also do a better job of motivating recycling at the point of disposal with the Afterlife Effect. Recycling rates will be increased if we can see, at the point of disposal, what our efforts will turn into. • Consider tie-ups with complementary products / brands. Though Nespresso recycle the aluminium from their coffee pods REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

THE 25 PERCENT RULE

The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% to

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: how

price

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete. COGLODE - IF-THEN PLANS If in this scenario, we then plan to do that, we'll more likely reach

our goals.

PRICE-VALUE BIAS

Price-Value Bias How we frame a product’s price & features greatly affects its perceived value. Recent research suggests that by changing the way we frame the price of a product in relation to its features (and vice versa), we can help consumers choose products that

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models.

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models.

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

CENTRE-STAGE EFFECT

Faced with a set of products, we prefer the one in the middle. New research has found that for products arranged vertically or horizontally, we tend to prefer the one placed in the middle. Rodway, Schepman & Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre‐stage Effect. In a study on this phenomenon

PEAK-END RULE

Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of Hedonic

Psychology.

AFTERLIFE EFFECT

Governments can also do a better job of motivating recycling at the point of disposal with the Afterlife Effect. Recycling rates will be increased if we can see, at the point of disposal, what our efforts will turn into. • Consider tie-ups with complementary products / brands. Though Nespresso recycle the aluminium from their coffee pods REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

THE 25 PERCENT RULE

The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% to

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: how

price

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete. COGLODE - IF-THEN PLANS If in this scenario, we then plan to do that, we'll more likely reach

our goals.

PRICE-VALUE BIAS

Price-Value Bias How we frame a product’s price & features greatly affects its perceived value. Recent research suggests that by changing the way we frame the price of a product in relation to its features (and vice versa), we can help consumers choose products that

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

OPTIMISM BIAS

Optimism Bias When looking to our future, we tend to inflate the good stuff and downplay the bad Our tendency to be too hopeful leads us to consistently overstate the expected success of our investments, the chances of achieving our future dreams, or even our perceived ability to avoid a car accident whilst driving drunk, when compared to our

friends.

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

OPTIMISM BIAS

Optimism Bias When looking to our future, we tend to inflate the good stuff and downplay the bad Our tendency to be too hopeful leads us to consistently overstate the expected success of our investments, the chances of achieving our future dreams, or even our perceived ability to avoid a car accident whilst driving drunk, when compared to our

friends.

CENTRE-STAGE EFFECT

Faced with a set of products, we prefer the one in the middle. New research has found that for products arranged vertically or horizontally, we tend to prefer the one placed in the middle. Rodway, Schepman & Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre‐stage Effect. In a study on this phenomenon

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

THE 25 PERCENT RULE

The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% to

COGNITIVE MISER

Most people struggle with this question, but it’s just a natural bias! Takeaways for Decision-Makers ‍A rather naughty one, this, but retailers would be well-placed to take advantage of our laziness with offer pricing structures like this. ‍That said, this recent research shows that we are indeed mindfully-aware of the fact that we’re perhaps not allocating enough brainpower over these THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: how

price

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. According to this theory, as we make more money (or eat more choccy), our expectations and desires rise in tandem.

VON RESTORFF EFFECT

Von Restorff, H. (1933) The effects of field formation in the trace field. The Von Restorff effect (named afer psychiatrist Hedwig von Restorff (1906–1962)), also called the isolation effect, predicts that an item that “stands out like a sore thumb” is more likely to be remembered than other items. This is a bias in favour of

remembering

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

OPTIMISM BIAS

Optimism Bias When looking to our future, we tend to inflate the good stuff and downplay the bad Our tendency to be too hopeful leads us to consistently overstate the expected success of our investments, the chances of achieving our future dreams, or even our perceived ability to avoid a car accident whilst driving drunk, when compared to our

friends.

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'

or observable.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

OPTIMISM BIAS

Optimism Bias When looking to our future, we tend to inflate the good stuff and downplay the bad Our tendency to be too hopeful leads us to consistently overstate the expected success of our investments, the chances of achieving our future dreams, or even our perceived ability to avoid a car accident whilst driving drunk, when compared to our

friends.

CENTRE-STAGE EFFECT

Faced with a set of products, we prefer the one in the middle. New research has found that for products arranged vertically or horizontally, we tend to prefer the one placed in the middle. Rodway, Schepman & Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre‐stage Effect. In a study on this phenomenon

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

THE 25 PERCENT RULE

The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% to

COGNITIVE MISER

Most people struggle with this question, but it’s just a natural bias! Takeaways for Decision-Makers ‍A rather naughty one, this, but retailers would be well-placed to take advantage of our laziness with offer pricing structures like this. ‍That said, this recent research shows that we are indeed mindfully-aware of the fact that we’re perhaps not allocating enough brainpower over these THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: how

price

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. According to this theory, as we make more money (or eat more choccy), our expectations and desires rise in tandem.

VON RESTORFF EFFECT

Von Restorff, H. (1933) The effects of field formation in the trace field. The Von Restorff effect (named afer psychiatrist Hedwig von Restorff (1906–1962)), also called the isolation effect, predicts that an item that “stands out like a sore thumb” is more likely to be remembered than other items. This is a bias in favour of

remembering

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

THE 25 PERCENT RULE

NOBLE EDGE EFFECT

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

ENDOWMENT EFFECT

A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’d

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

THE 25 PERCENT RULE

NOBLE EDGE EFFECT

COGLODE RESEARCH

Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal of

Consumer Research.

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. COGLODE'S LEGAL BITS Cancellation and Returns. We will replace faulty products (e.g. products that arrive damaged or incomplete) free of charge on return of the faulty or incomplete products (we will fund the return postage). Please contact caroline@coglode.com to arrange the return and exchange, stating the nature of the problem. If you are not

satisfied with your

PEAK-END RULE

Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of Hedonic

Psychology.

REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

NOBLE EDGE EFFECT

Noble Edge Effect Products of caring companies are seen as superior. New research just released shows that corporate social goodwill can elevate a company’s profits by improving consumers’ perceptions of its products, but only when it's seen as genuine.

AFTERLIFE EFFECT

The paper lists a further four studies that show the impact of the Afterlife Effect on decision-making. In summary, given the urgency to act, there is a strong motivation to find new ways to help people to change their environmental consumer behavior.

CHOICE CLOSURE

Choice Closure We're more satisfied with choices when we engage in physical acts of closure. Research shows that when making a choice from a large range, performing physical acts of closure (shutting a menu after choosing, for example) that imply a final decision can increase satisfaction with that product. THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: how

price

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. According to this theory, as we make more money (or eat more choccy), our expectations and desires rise in tandem.

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. According to this theory, as we make more money (or eat more choccy), our expectations and desires rise in tandem.

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. According to this theory, as we make more money (or eat more choccy), our expectations and desires rise in tandem. COGLODE'S LEGAL BITS Cancellation and Returns. We will replace faulty products (e.g. products that arrive damaged or incomplete) free of charge on return of the faulty or incomplete products (we will fund the return postage). Please contact caroline@coglode.com to arrange the return and exchange, stating the nature of the problem. If you are not

satisfied with your

COGLODE COOKBOOK

Discover unique Nugget pairings for better, more nuanced problem-solving. Product Development. Offer a mix of constant and changing choices. In our product choices, we humans crave a complex mix of familiarity and newness. We know what we like, but we're also keen to seek out new experiences.

PEAK-END RULE

Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of Hedonic

Psychology.

REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

AFTERLIFE EFFECT

The paper lists a further four studies that show the impact of the Afterlife Effect on decision-making. In summary, given the urgency to act, there is a strong motivation to find new ways to help people to change their environmental consumer behavior. THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: how

price

MOTIVATING-UNCERTAINTY EFFECT Motivating-Uncertainty Effect We're more motivated to reach a goal with an uncertain reward. New research has found that uncertainty is more powerful than certainty in boosting motivation towards a goal, making us work harder, spend more and enjoy more in the process.

THE 25 PERCENT RULE

The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% to

COGLODE CHECKOUT

Billing Address. * Required. Full Name * Street Address *. City *. State/Province. Zip/Postal Code *. Country * Afghanistan Aland Islands Albania Algeria American Samoa Andorra Angola Anguilla Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin Bermuda

Bhutan

VON RESTORFF EFFECT

Von Restorff, H. (1933) The effects of field formation in the trace field. The Von Restorff effect (named afer psychiatrist Hedwig von Restorff (1906–1962)), also called the isolation effect, predicts that an item that “stands out like a sore thumb” is more likely to be remembered than other items. This is a bias in favour of

remembering

COGLODE

The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. Get

COGLODE TRAINING

A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.

COGLODE NUGGETS

We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with the

numbers to

COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. According to this theory, as we make more money (or eat more choccy), our expectations and desires rise in tandem.

COGLODE

Coglode enables better decisions by making sense of behavioural research. Coglode Cookbook. Early invitees. Email address

COGLODE TRAINING

World-class Behavioural Science training for creative individuals and

teams

COGLODE NUGGETS

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. COGLODE NUGGETS IN THE WILD Short stories of applied behavioural research. From receiving the booze to joining in the cheers. In celebrating that moment when our past losses becomes eventual gains, Budweiser's clever self-expression strategy can't help but bring us closer emotionally during times of

physical distance

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Choice Paradox Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%).

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. COGLODE'S LEGAL BITS Cancellation and Returns. We will replace faulty products (e.g. products that arrive damaged or incomplete) free of charge on return of the faulty or incomplete products (we will fund the return postage). Please contact caroline@coglode.com to arrange the return and exchange, stating the nature of the problem. If you are not

satisfied with your

COGLODE COOKBOOK

Discover unique Nugget pairings for better, more nuanced problem-solving. Product Development. Offer a mix of constant and changing choices. In our product choices, we humans crave a complex mix of familiarity and newness. We know what we like, but we're also keen to seek out new experiences.

PEAK-END RULE

Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of Hedonic

Psychology.

REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

AFTERLIFE EFFECT

The paper lists a further four studies that show the impact of the Afterlife Effect on decision-making. In summary, given the urgency to act, there is a strong motivation to find new ways to help people to change their environmental consumer behavior. THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: how

price

MOTIVATING-UNCERTAINTY EFFECT Motivating-Uncertainty Effect We're more motivated to reach a goal with an uncertain reward. New research has found that uncertainty is more powerful than certainty in boosting motivation towards a goal, making us work harder, spend more and enjoy more in the process.

THE 25 PERCENT RULE

The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% to

COGLODE CHECKOUT

Billing Address. * Required. Full Name * Street Address *. City *. State/Province. Zip/Postal Code *. Country * Afghanistan Aland Islands Albania Algeria American Samoa Andorra Angola Anguilla Antigua and Barbuda Argentina Armenia Aruba Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin Bermuda

Bhutan

VON RESTORFF EFFECT

Von Restorff, H. (1933) The effects of field formation in the trace field. The Von Restorff effect (named afer psychiatrist Hedwig von Restorff (1906–1962)), also called the isolation effect, predicts that an item that “stands out like a sore thumb” is more likely to be remembered than other items. This is a bias in favour of

remembering

COGLODE

Coglode enables better decisions by making sense of behavioural research. Coglode Cookbook. Early invitees. Email address

COGLODE TRAINING

World-class Behavioural Science training for creative individuals and

teams

COGLODE NUGGETS

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. COGLODE NUGGETS IN THE WILD Short stories of applied behavioural research. From receiving the booze to joining in the cheers. In celebrating that moment when our past losses becomes eventual gains, Budweiser's clever self-expression strategy can't help but bring us closer emotionally during times of

physical distance

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Choice Paradox Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%).

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes.

COGLODE

Coglode enables better decisions by making sense of behavioural research. Coglode Cookbook. Early invitees. Email address

COGLODE TRAINING

World-class Behavioural Science training for creative individuals and

teams

COGLODE NUGGETS

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. COGLODE NUGGETS IN THE WILD Short stories of applied behavioural research. From receiving the booze to joining in the cheers. In celebrating that moment when our past losses becomes eventual gains, Budweiser's clever self-expression strategy can't help but bring us closer emotionally during times of

physical distance

SUNK COST EFFECT

The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

ZEIGARNIK EFFECT

Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.

TEMPTATION COUPLING

Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when they

CHOICE PARADOX

Choice Paradox Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%).

HEDONIC ADAPTATION

Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes.

COGLODE COOKBOOK

The latest behavioural research distilled, applied and combined to make better strategic decisions COGLODE'S LEGAL BITS Get bite-size behavioural insights, learn methods and apply them artfully to solve your problems with greater impact

PEAK-END RULE

Peak-end Rule Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.

AFTERLIFE EFFECT

The paper lists a further four studies that show the impact of the Afterlife Effect on decision-making. In summary, given the urgency to act, there is a strong motivation to find new ways to help people to change their environmental consumer behavior. MOTIVATING-UNCERTAINTY EFFECT Motivating-Uncertainty Effect We're more motivated to reach a goal with an uncertain reward. New research has found that uncertainty is more powerful than certainty in boosting motivation towards a goal, making us work harder, spend more and enjoy more in the process.

THE 25 PERCENT RULE

The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% to

VON RESTORFF EFFECT

The Von Restorff effect (named afer psychiatrist Hedwig von Restorff (1906–1962)), also called the isolation effect, predicts that an item that “stands out like a sore thumb” is more likely to be remembered than other items.This is a bias in favour of remembering

the unusual.

THE RISK OF BUNDLING The Risk of Bundling Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up.

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