Twenty-two biases in six categories, each mapped to the emotion it rides on and to how it shows up in different archetypes. Built for planning behavioural pathways.
Losses weigh more heavily than equal gains.
The first number seen shapes every judgement after it.
People copy what similar others appear to do.
The current state is preferred simply because it is current.
Claims from perceived experts get more weight than the evidence earns.
What comes to mind easily feels more likely.
People look for evidence that agrees with what they already think.
The same facts land differently depending on how they are put.
Pre-selected options are chosen far more often.
Limited things look more valuable.
People value what they already own above its market worth.
Past spending keeps people committed to a losing course.
A weaker third option makes one of the other two look better.
People feel bound to return a favour, even a small one.
A small first step makes the next, larger step easier to take.
Rewards now count for more than bigger rewards later.
Too many options make a decision harder, and often no decision is made.
Familiar things are liked more simply because they are familiar.
One good trait colours how every other trait is judged.
Removing a small risk entirely feels better than reducing a large one.
People value what they helped to make.
An experience is remembered by its peak and its ending, not its average.
People feel a loss more strongly than a gain of the same size. Messages that name what is at risk often move people further than messages that name what they could win.
Start from a named state in the plan, not from a favourite bias.
Pick the bias that is helping or blocking movement out of that state.
Use the archetype's flip mechanism to turn the bias into a next-best-action.