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  • Closer to a reward, people speed up their behavior to get to their goal faster.

    Tendency of individuals to offer greater aid to victim rather than groups.

    People remember grouped information better.

    People don’t like change & prefer things to remain the same.

    The way information is presented affects how users make decisions.

    People feel the pact of losses twice as strongly as they enjoy acquiring equal gains.

    People remember pictures better than words.

    We tend to avoid options that we consider to be ambiguous.