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 ourread more

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 suboptimalread more

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 Effectread more

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 theirread more

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 read more

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 asread more

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 howread more

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 beenread more

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 forread more

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) read more