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Social Proof Effect


Many of you watching this will have heard of Robert Cialdini – a Psychologist from Arizona State University – who decided to investigate what different persuasion strategies are used by...

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Get a foot in the door


I’m filming right now in Manchester city centre, and if I stepped out of the door and walked down the high street, you can pretty much guarantee that I’d be...

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Pain of Paying


Picture the scene: It’s been a tough year at work but, finally, here you are on your summer holiday. You stretch out by the pool with a cocktail, feeling contentedly...

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Choice Paradox


I’d like to talk to you today about Buridan’s ass. Now don’t worry, it’s not what it sounds like. Buridan’s is actually a philosophical paradox named after the 14th century French...

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Anchoring Effect


I’d like to talk about the anchoring effect. This is one of the most reliable and best-replicated effects in all of psychology. It was first investigated, like many of the...

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Decoy Effect


I first heard about the decoy effect in a book called The Economic Naturalist by Robert Frank. A customer goes into a café and asks the waiter what sandwiches they...

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