30-minute video tutorials designed to teach brand teams how to use decision heuristics science in mesasging. Every masterclass features two heuristics and you learn through real-world examples explained by master heuristicians.

Ever wondered why people tend to harshly judge the behaviors and actions of others, but often let themselves off the hook for similar scenarios and situations? This Master Class will demystify the ‘Actor observer bias’ and why we attribute the behaviors of others to individual traits and our behaviors to external causes. Learn about the disease states in which this bias plays a big part and how brands fight this heuristic for effective messaging. You will also learn about the heuristic of ‘Disappointment Aversion’, or how if we think that we might be disappointed by the results of our actions, we may decide not to act at all. See examples of how this heuristic works in HCV and Endometriosis

This Master Class will introduce you to ‘Salience Effect’, or our tendency to pay more attention to things that occur with higher frequency in our lives, even if they are not very important. You will get to see how in the Pharma industry, Salience Effect in the heartburn category is driving suboptimal treatment of heartburn as a chronic condition. Also learn about ‘Incremental Decision making’, which explains why humans are more comfortable making a series of incremental decisions rather than one big decision. Gain awareness of how the weight loss category has routinely used this heurist ic effectively in their messaging.

This Master Class explains the heuristic of ‘Choice Overload’, or how when people have too many choices, they get overwhelmed and often end up choosing nothing at all! See how this heuristic may be helping or hurting your brand and whether it is best to feed or fight the Choice Overload Effect depending on your product. Also learn about ‘Reciprocity effect’, which essentially means that if you do something nice for someone, they may reciprocate with something nicer. Explore the opportunities to leverage this heuristic.

In this webinar learn about ‘Numerosity Effect’ or the human predisposition to believe that when it comes to numbers, bigger is better, even at the cost of ignoring the implications of the big numbers. See how Pharma, Health and other industries have exploited this heuristic to catch their audience’s attention. Also see how because of our tendency for ‘Ambiguity Aversion’ we avoid choices with unknowns even if they can be good for us.

This very interesting Master Class focuses on ‘Instant Return’, or the tendency of people to value immediate rewards, even if there is little benefit to receiving the reward immediately. You will see how brilliantly marketed brands like Tums and First Response have managed to grab customers’ attention by playing to this heuristic. You will also learn about ‘Focusing Effect’ and understand how by emphasizing the importance of a relatively small detail, we end up ignoring the broader picture. Health brands routinely apply this heuristic to their messaging to make it more appealing for their client base.

This Master Class will introduce you to the ‘Ratio Preference Bias’, which explains how we find it easier to judge the meaning of a number expressed as a ratio rather than as a percentage. In the Pharma industry, drugs like Tremfya have effectively used this bias to frame their messaging. You will also see how we have a tendency to mimic the behavior of peers in a certain situation. This heuristic also known as ‘Social Proof’, has been extensively used in TV messaging by brands in the past.

In this Master Class, you will see how we can fall into the trap of ‘Compromaxing’, which is the inclination to accept nothing less than EVERYTHING. Companies have often leveraged this tendency to coin very effective messaging. Also get an insight into the heuristic called ‘Framing effect’ and see how brands like Advil and Prevnar have used it in their advertising to effectively highlight the most important features of their products.

In this Master Class, you will see how we pay more attention to emotional stimuli instead of rational data and arguments, when in fact the latter may be more important. compelling examples from the media and Pharma industries, where this human predisposition, termed as ‘Attentional Bias’ has been leveraged. Also learn about the innate human affinity towards personalization, even when it may not be needed and how companies use it to nudge customers towards their brand.

See how HPV medications thrive on feeding ‘Dread Risk Bias’ or the tendency of people to worry about outcomes which are very unlikely, though devastating if they do occur. Also learn about how companies either feed or fight ‘Satisficing’, which is the predisposition of humans to settle for solutions which are just “good enough” instead of waiting for the “ideal” solution.

See how using ‘Background Contrast effect’ in clever ways can boost the impact of your messaging. Also see how Pharma often feeds ‘Optimism Bias’ or the human predisposition to expect the future to be more positive than the past, especially in cases where current therapies have failed.

This Master Class will introduce you to the ‘Peak end Rule’, which explains how a few peak experiences disproportionately drive our memory and consequently our future desires and actions. You will also get an insight into why a lot of us project a consistent image of ourselves (Rule of Consistency) and how marketing messages leverage this predisposition to nudge us towards their products.