Sublime

people have a general tendency to stick with their current situation.

idea, Diener and his students also found a less-is-more effect, a strong indication that an average (prototype) has been substituted for a sum.

companies have a strong incentive to exploit behavioral biases, including availability, unrealistic optimism, and anchoring.

a large percentage—typically between 50 percent and 80 percent—fail to notice the switch and go on to give plausible-sounding reasons for choices they did not make.

Their psychology was sound: people will more readily forgo a discount than pay a surcharge. The two may be economically equivalent, but they are not emotionally equivalent.

Base-rate neglect: Recall Steve, the meek and tidy soul who is often believed to be a librarian. The personality description is salient and vivid, and although you surely know that there are more male farmers than male librarians, that statistical fact almost certainly did not come to your mind when you first considered the question. What you saw w

Ap Dijksterhuis and Loran Nordgren,

proven that readers regard an author and an audience a speaker as more intelligent the more clear and to the point their expressions are (Oppenheimer 2006).

Biases due to the effectiveness of a search set.