The peak-end rule
Experiences are mostly judged by their ends or peaks.
Comparing people to their friends is the most effective way to make them do something.
We’re intellectually lazy, avoiding hard questions where possible.
We’ll accept smaller payoffs now over larger payoffs later on.
Where we do something—has a substantive effect on what we do.
Scream and shout
Clear and unambiguous danger is helped far more often than not.
When a victim is bloody, people help less often.
We have trouble seperating out traits in a person deferring to globally positive or negative reactions on a person
Expected rewards reduce motivation on a task. Surprise rewards increase motivation on the same task.
Fixed rewards are less powerful than performance-based rewards, even with creative tasks.
We perceive round numbers as more trustworthy and representing higher quality.
We tend to rely too heavily on the first piece of information seen
We act differently when reminded of who we are.