The library
Every nudge is just a bias with a budget
These nine biases show up in almost every checkout, subscription, and sale page you'll ever see. Each card has a real example, the math behind it, and what to do. Tap Break it down for the full story.
Nine biases, dissected
Loss Aversion
Losing $20 ruins your week. Finding $20 is just "neat."
Losing something feels about twice as bad as gaining the same thing feels good. So you fight harder to keep stuff than to get it.
Anchoring Effect
The first price you see ruins every price after it.
The first number you see becomes the anchor you judge everything else by, even when that number is made up.
Scarcity Mindset
"Only 2 left" turns your brain off.
When something looks about to run out, you panic and stop thinking. Suddenly you need it. You did not need it four seconds ago.
Default Bias
Whatever box is pre-checked is what you keep forever.
People stick with the option that is already picked, because changing it takes effort. Companies set that option to whatever pays them.
Framing Effect
Same math. Different words. You pick differently.
Calling a choice a win or a loss flips your answer, even when the outcome is the same.
Hyperbolic Discounting
Now-you keeps robbing future-you.
You want stuff now and barely care about later. Future-you feels like a stranger.
Choice Overload
Too many options and you pick nothing, or the worst one.
Give someone 500 options and they freeze. They give up or take whatever is labeled most popular, which is usually the one that pays best.
Decoy Effect
A trash third option exists just to push you to another.
Companies add a deliberately bad option so a different option suddenly looks like a no-brainer. The bad one was never meant to be picked.
Sunk Cost Fallacy
Throwing more money at something just because you already did.
You keep paying/playing because of what you ALREADY spent, even when quitting is obviously the smarter move. The past money is gone either way.
The experiments that started it all
Short write-ups of the famous studies, with little widgets so you can run them on yourself.
We split money into mental buckets instead of one pile. So the same $5 feels huge on a cheap thing and tiny on an expensive one.
A $15 calculator
Drive 20 min to another store to save $5 (it's $10 there)?
A $125 jacket
Drive 20 min to another store to save $5 (it's $120 there)?
Run the famous studies on yourself.
The Receipts
liveNothing on you yet
Play a sim. Every move shows up here with the trick that got you.