Yes, I may not choose a zero-sugar ice cream versus my favourite indulgent brand even when wanting to lose weight. Behavioural science explained all human behavior to be “irrational” given to biases like loss aversion (the tendency to prefer avoiding losses over acquiring equivalent gains or the anchoring effect (how initial information can disproportionately influence subsequent judgments) and other many biases which deviate consumer choices from rational expectations. F

Understand the different types of cognitive biases and how they help you decode consumer behaviour and shape your marketing strategy.