Ins’t it stargne how you can raed tihs snetnece eevn tguohh the wdros mkae no sesne?
Our brains are processing the world in ways we are not aware of. Every day hundreds of psychological principles that have been pre-programmed into your brain are governing your decision making and behaviour in ways you might not expect.
18. __________ pence
A bat and a ball cost £1.10 in total.
The bat costs £1.00 more than the ball.
How much does the ball cost?
QUESTION 1.
£0.10 + £1.10 = £1.20
£0.05 + £1.05 = £1.10
5
19. Which square is lighter?
The A square or the B square?
QUESTION 2.
29. SYSTEM 1 – AUTOMATIC SYSTEM 2 - REFLECTIVE
Uncontrolled Controlled
Effortless / Parallel Effortful / Serial
Emotional Deductive
Fast Slow
Unconscious Self-aware
WHY WE’RE ALWAYS IN TWO MINDS
35. INCENTIVES
OUR RESPONSES TO (NON FINANCIAL) INCENTIVES ARE SHAPED BY
PREDICTABLE MENTAL SHORTCUTS
LOSS AVERSIONANCHORING
O U R P E R C E P T I O N S C A N B E
A N C H O R E D B Y R E L AT I V E
C O M PA R I S O N S
L O S S E S A R E T W I C E
A S P O W E R F U L A S
G A I N S
36. EXTREMENESS AVERSION
WE OFTEN PREFER THE MIDDLE OPTION
A B C D
B and C 33% 67%
A, B and C 0% 47% 53%
B, C and D 0% 90% 10%
37. EXTREMENESS AVERSION
WE OFTEN PREFER THE MIDDLE OPTION
A B C D
B and C 33% 67%
A, B and C 0% 47% 53%
B, C and D 0% 90% 10%
38. EXTREMENESS AVERSION
WE OFTEN PREFER THE MIDDLE OPTION
A B C D
B and C 33% 67%
A, B and C 0% 47% 53%
B, C and D 0% 90% 10%
39. Click to add Title
Day Month Year
GOAL GRADIENT EFFECT
vs.