Graeme Newell

Graeme's Blog

Peak End Rule

Peak End Rule

Big corporations like Walmart don’t put greeters at the door just to be nice. People like Mr. Willie can powerfully influence a company’s profits because of a cognitive bias called the “Peak-End Rule.” ...
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What is the Novelty Effect? Understanding Cognitive Biases

What is the novelty effect? It’s a cognitive bias that keeps our overworked brain from getting overloaded by too much data ...
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Avoid Temptation

Avoid Temptation

Most of us envision our brain as a lot like a computer - a big collection of electrical circuits. But our brain isn’t just ELECTRICAL, it’s also CHEMICAL. For example, when we get scared, our brain signals the release of ...
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Investing Decisions – How to Figure Out the Exact Amount of Money You’ll Need to Retire Comfortably

It’s one of the scariest numbers in our financial lives - the precise amount of money we will need to retire comfortably. Most of us have no idea what this number is, or how to calculate it. So we save ...
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Muscle Memory

Muscle Memory

When we build muscle memory our brain constructs new pathways to control our muscles, vision and other senses. Building muscle memory is hard to do because we are linking parts of our brain not accustomed to working together ...
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Optimism Bias

Optimism Bias

It was some of the most groundbreaking work I’d ever seen. A brilliant management team at an upstart media company created a breakthrough marketing & branding campaign. Customers loved it. The ratings were on the rise ...
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Dark UX

Dark UX

Classic behavioral science teaches us that if we want to illicit a behavior, the best way to do that is to make that behavior EASY. Make the checkout one click. Make the check-in process automatic ...
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The simple brain hack for spending less & enjoying more

Most of the clothes hanging in our closets are powerful evidence of just how horribly flawed our shopping impulses can be. Our brain was on fire with anticipation when we bought most of those clothes, but now they hang there ...
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The Chameleon Effect

The Chameleon Effect

Ever walk with a friend and find yourself automatically matching their stride? The Chameleon effect compels us to ape the movements and behaviors of the people around us. So when the uptight Victorians in this video break out in a ...
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The IKEA Effect

The IKEA Effect

"What are the things we love most? The things we spend the most time working on. Brain scientist call this the “IKEA effect.” There’s a neuroscience motivation behind the big-box retailer making us slog that heavy box to our car ...
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