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The Bias library
Over 100 cognitive biases and principles, each explaining how to apply them and the study that backs them.
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Decision Making
neurology
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diversity_1
Social & Emotional Influence
Goal Gradient Effect
Users work harder as they get closer to a goal.
dataset
Decision Making
Information Bias
More info isn’t always better for decisions.
neurology
Perception & Cognition
Salience Effect
People focus on what stands out the most.
dataset
Decision Making
Paradox of Choice
Too many options reduce satisfaction.
neurology
Perception & Cognition
Peak-End Rule
Judging experiences by peak moments and the end.
dataset
Decision Making
Scarcity Principle
Assigning greater value to limited resources.
dataset
Decision Making
Framing Effect
Decisions shaped by how information is presented.
neurology
Perception & Cognition
Recognition Heuristic
People prefer what they recognise over what they don’t.
dataset
Decision Making
Anchoring Bias
Relying heavily on the first info seen.
diversity_1
Social & Emotional Influence
Social Proof
Following others' actions in uncertainty.
neurology
Perception & Cognition
Chunking
People remember information better when it’s broken into chunks.
dataset
Decision Making
Endowment Effect
Overvaluing items because they are owned.
diversity_1
Social & Emotional Influence
Loss Aversion
Fearing losses more than valuing gains.
dataset
Decision Making
Status Quo Bias
Preferring existing situations over change.
dataset
Decision Making
Decoy Effect
An irrelevant option alters preferences.
dataset
Decision Making
Sunk Cost Fallacy
Continuing due to past investment.
dataset
Decision Making
Choice Architecture
Structuring options to influence decisions.
dataset
Decision Making
Commitment Bias
Sticking to initial decisions or investments despite contradictory evidence.
touch_app
Usability & Interaction
Overconfidence Effect
Excessive belief in personal accuracy.
touch_app
Usability & Interaction
Cognitive Dissonance
Discomfort from conflicting thoughts or actions.
touch_app
Usability & Interaction
Optimism Bias
Overestimating positive outcomes.
touch_app
Usability & Interaction
Regret Aversion
Avoiding decisions to prevent future regret.
touch_app
Usability & Interaction
Self-Serving Bias
Attributing success internally and failures externally.
neurology
Perception & Cognition
Recency Effect
Prioritising the last information seen.
neurology
Perception & Cognition
Primacy Effect
Prioritising the first information seen.
neurology
Perception & Cognition
Serial Position Effect
Remembering the first and last items in a sequence.
touch_app
Usability & Interaction
Hindsight Bias
Believing outcomes were predictable after the fact.
touch_app
Usability & Interaction
Mere Exposure Effect
Familiarity breeds preference.
touch_app
Usability & Interaction
Von Restorff Effect
People notice items that stand out more.
diversity_1
Social & Emotional Influence
Barnum Effect
Believing vague statements are personal.
touch_app
Usability & Interaction
Illusory Correlation
Perceiving relationships where none exist.
touch_app
Usability & Interaction
Belief Perseverance
Holding onto beliefs despite contrary evidence.
diversity_1
Social & Emotional Influence
The Bandwagon Effect
People adopt behaviours or beliefs because others do.
diversity_1
Social & Emotional Influence
Authority Bias
Trusting authority figures more than others.
touch_app
Usability & Interaction
Illusion of Control
Overestimating one's ability to influence outcomes.
diversity_1
Social & Emotional Influence
False Consensus Effect
Overestimating agreement with personal views.
dataset
Decision Making
Risk Compensation Effect
Increased risk-taking after safety improvements.
dataset
Decision Making
Omission Bias
Preferring inaction over equivalent action.
touch_app
Usability & Interaction
Fear of Missing Out (FOMO)
Anxiety from perceived missed opportunities.
diversity_1
Social & Emotional Influence
Temporal Discounting
Preferring smaller immediate rewards over larger future ones.
touch_app
Usability & Interaction
Dunning-Kruger Effect
Overconfidence in one's competence.
dataset
Decision Making
Pseudocertainty Effect
Preferring certain outcomes over probabilistic ones.
diversity_1
Social & Emotional Influence
Foot-in-the-Door Technique
Gaining compliance through small initial requests.
touch_app
Usability & Interaction
Contrast Effect
Perceiving differences more sharply.
diversity_1
Social & Emotional Influence
Reciprocity Principle
Feeling obligated to repay favours.
touch_app
Usability & Interaction
Placebo Effect
Belief influencing outcomes.
touch_app
Usability & Interaction
Effort Justification
Valuing outcomes based on effort invested.
diversity_1
Social & Emotional Influence
Self-Fulfilling Prophecy
Beliefs shape actions, influencing outcomes.
touch_app
Usability & Interaction
Survivorship Bias
Focusing on successes, ignoring failures.
touch_app
Usability & Interaction
Backfire Effect
Reinforcing beliefs when challenged.
neurology
Perception & Cognition
Nudge
Subtle hints can affect user decisions.
touch_app
Usability & Interaction
Cognitive Load
Mental effort needed for tasks.
touch_app
Usability & Interaction
Attentional Bias
Focusing on certain stimuli over others.
touch_app
Usability & Interaction
Curse of Knowledge
Difficulty imagining others' lack of knowledge.
neurology
Perception & Cognition
Choice-Supportive Bias
Favouring past choices despite flaws.
diversity_1
Social & Emotional Influence
Bystander Effect
Reduced action in the presence of others.
neurology
Perception & Cognition
End-of-Day Effect
Recalling the last event more vividly.
dataset
Decision Making
Category Size Bias
Assuming greater likelihood of success when associated with a larger category.
touch_app
Usability & Interaction
Time Perception Bias
Perceiving time differently under varying contexts.
dataset
Decision Making
The Ostrich Effect
Ignoring negative information to avoid discomfort.
diversity_1
Social & Emotional Influence
The Just-World Hypothesis
Believing the world is inherently fair.
diversity_1
Social & Emotional Influence
The Illusion of Asymmetric Insight
Believing you understand others better than they understand you.
touch_app
Usability & Interaction
The Illusion of Validity
Overestimating the accuracy of our judgments.
touch_app
Usability & Interaction
Egocentric Bias
Overestimating how much others share one’s views.
dataset
Decision Making
Bikeshedding
Focusing on trivial tasks over more complex, significant ones.
diversity_1
Social & Emotional Influence
Cultural Bias
Judging through the lens of one's culture.
neurology
Perception & Cognition
False Memory
Recollections can be inaccurate or fabricated.
dataset
Decision Making
Default Bias
Preference for pre-selected options.
touch_app
Usability & Interaction
Cheerleader Effect
Groups appear more attractive than individuals.
neurology
Perception & Cognition
Confirmation Bias
Seeking info that confirms beliefs.
neurology
Perception & Cognition
Negativity Bias
Focusing on negative over positive information.
touch_app
Usability & Interaction
IKEA Effect
Overvaluing self-created items.
dataset
Decision Making
Planning Bias
Underestimating task time and complexity.
touch_app
Usability & Interaction
Hedonic Adaptation
Adjusting to positive or negative changes.
neurology
Perception & Cognition
Fitts's Law
Ease of interaction depends on size and distance.
neurology
Perception & Cognition
Zeigarnik Effect
Remembering incomplete tasks better.
neurology
Perception & Cognition
Progressive Disclosure
Presenting information gradually to avoid overwhelming users.
dataset
Decision Making
Pareto Principle (80/20 Rule)
80% of outcomes stem from 20% of causes.
touch_app
Usability & Interaction
Self-Consistency Bias
Believing past actions align with current beliefs.
diversity_1
Social & Emotional Influence
Emotional Contagion
Sharing emotions through observation.
diversity_1
Social & Emotional Influence
Bottom-Dollar Effect
Negative emotions tied to depleted resources transfer to purchases made at th...
diversity_1
Social & Emotional Influence
Over-justification Effect
Rewards reducing intrinsic motivation.
touch_app
Usability & Interaction
False Uniqueness Effect
Overestimating the uniqueness of one’s traits.
diversity_1
Social & Emotional Influence
Groupthink
Conforming to group decisions for harmony.
neurology
Perception & Cognition
Feedback Loop
When users take action, feedback communicates what happened.
neurology
Perception & Cognition
Hick's Law
More options lead to harder decisions.
touch_app
Usability & Interaction
Availability Heuristic
Judging likelihood by ease of recall.
diversity_1
Social & Emotional Influence
The Ben Franklin Effect
Doing a favour for someone increases liking.
touch_app
Usability & Interaction
Hot Hand Fallacy
Believing a streak will continue.
touch_app
Usability & Interaction
Forer Effect
Believing vague statements are personal.
diversity_1
Social & Emotional Influence
Empathy Gap
Difficulty predicting behaviour in different emotional states.
diversity_1
Social & Emotional Influence
In-Group Bias
Favouring members of one's own group.
dataset
Decision Making
Ambiguity Effect
Avoiding options with unknown outcomes.
dataset
Decision Making
Action Bias
Preference for action over inaction.
touch_app
Usability & Interaction
Halo Effect
Judging based on one positive attribute.
neurology
Perception & Cognition
Affect Heuristic
Decisions based on current emotions rather than logic.
touch_app
Usability & Interaction
Priming
Subconscious influence from prior exposure.
touch_app
Usability & Interaction
Attentional Spotlight Effect
Overestimating how much others notice you.
dataset
Decision Making
Outcome Bias
Judging decisions by their outcomes.
touch_app
Usability & Interaction
Simpson's Paradox
Trends reversing when data is grouped.
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