Behavior

Biases, mental shortcuts, perception, memory, confirmation bias and all the tiny glitches that let our brains reach a conclusion before we realize there was a question. Impulse, FOMO, status, retail therapy, buyer's remorse - all the emotional stuff we swear had nothing to do with the purchase.

Habits, motivation, emotion, cognitive dissonance, self-control, risk and reward. The psychology behind perfectly sensible people doing spectacularly irrational things. Anchoring, loss adversion, the decoy effect, choice overload, scarcity - the little brain glitches marketers know how to poke.

Conformity, groupthink, tribalism, obedience, social identity and the bystander effect. Because apparently adding more humans does not always improve the decision-making.