Beliefs

Behavioural Science Belief is the most powerful of all motivators. When Henry Ford said, “Whether you think you can or think you can’t, you’re right!” he was reflecting a profound truth. Beliefs can limit as well as liberate. When you believe something to be true it...

Loss

Behavioural Science Various experiments have shown that we hate losing twice as much as we love winning. This fear of loss has a major impact on the choices we make. It also means people will work harder, and risk more, to avoid losing something than they will to gain...

Scarcity

Behavioural Science We have an innate desire for rare objects or experiences. The less available or more exclusive it is, the more we want it. When it was announced that Concorde was to stop flying, sales more than trebled. The madness of Black Friday sales shows just...

Ease

Behavioural Science What we do or don’t do depends on the amount of resistance we encounter. The less friction, the faster we go. The fewer barriers, the more likely we are to keep going. Barriers and friction are also good at keeping us on the right track if...
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