17 May 2025

Have you ever wondered why some marketing campaigns fail, even when they seem perfectly reasonable? The culprit could be congruence bias, a psychological trap that ensnares even the brightest marketers. It leads them to reinforce their beliefs rather than discover what drives results. In this article, we’ll explore congruence bias, how it subtly influences consumer […]

What if having confidence in your customer or team could enhance performance and yield better results? This isn’t just optimistic thinking or gentle psychology. It’s the Pygmalion Effect, an established behavioural phenomenon indicating that expectations shape reality. Whether you are a marketer, brand strategist, team leader, or entrepreneur, grasping how perceived expectations affect outcomes can

Why do those flashy headlines stick with us while the more important facts fade away? And why are we often drawn to the eye-catching product over the one that offers better value? The answer lies in a powerful cognitive shortcut called salience bias. Whether you’re a marketer, a consumer, or simply curious about how people