We don't err randomly — we make the same illogical mistakes in consistent, predictable ways. Knowing the patterns lets you design around your own quirks.
What is predictably irrational? Read the full idea →People grab a worse free item over a better cheap one, every time — irrational, but predictably so.
Adding a deliberately bad third choice reliably pushes people to the pricey one.
We can't judge value in isolation, so a 'compared to' anchor predictably sways us.
Across thousands of people, the irrational choice repeats — which means it can be anticipated.
An all-inclusive resort feels better than itemised bills, because we predictably hate each separate sting.
That's just how memory works. Lock predictably irrational in with a 5-minute active-recall session — spaced repetition, no signup.
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