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Behavioural Science

How do humans actually make financial decisions, and why do we so often act against our best interests? This collection examines the cognitive biases, psychological triggers, and environmental factors that shape our relationship with money. Drawing from behavioral economics, psychology, and finance, these articles decode the hidden patterns in financial decision-making, from impulsive spending to investment hesitation. Discover insights on how financial systems can be designed to work better.

Not the Whole Story: How Zero-Sum Thinking Distorts Payment Innovation

Not the Whole Story: How Zero-Sum Thinking Distorts Payment Innovation

Zero-sum headlines declare “cash is dead” or frame BNPL as a credit-card killer. Fresh UK Finance data tell a different story: contactless, cash and BNPL are all growing; layered, not cannibalised. Here’s why clinging to win-lose narratives skews product bets and policy debates.

The Price of Free: How Invisible Costs Shape the Digital Economy

The Price of Free: How Invisible Costs Shape the Digital Economy

“Free returns”, “free trials”, “zero‑interest payments”; the web is built on frictionless promises. Yet every convenience carries a bill that someone, somewhere, eventually pays.

The $54 Lesson: What Vaccines Teach Us About Good Decisions

The $54 Lesson: What Vaccines Teach Us About Good Decisions

A recent Economist article highlighted an astonishing 54-to-1 return on immunisation programmes. But what does that tell us about how we make, and evaluate, good decisions?

Decision Journals: The Missing Link Between Frameworks and Results

Decision Journals: The Missing Link Between Frameworks and Results

Most frameworks fail not because they’re flawed, but because we never revisit the decisions they shape. Decision journals close that loop—bringing accountability, calibration, and a culture of truth-seeking to product and strategy teams.

No Regrets? How AI Is Changing Business Decision-Making

No Regrets? How AI Is Changing Business Decision-Making

AI is reshaping business decision-making, promising to minimize regret in fraud detection, pricing, and customer retention. But as companies optimize away uncertainty, who owns the regret when AI gets it wrong? This article explores how AI shifts responsibility and what it means for consumer trust.

The Cost of Second-Guessing: How Businesses Manage Their Own Regret

The Cost of Second-Guessing: How Businesses Manage Their Own Regret

Regret shapes how businesses and consumers make decisions. But while individuals fear buyer’s remorse, companies worry about fraud, pricing mistakes, and missed opportunities. Striking the right balance is vital; overcorrecting in one direction means lost revenue, while too much risk damages trust.

Regret Minimisation: How Payment Platforms Engineer Your Decisions

Regret Minimisation: How Payment Platforms Engineer Your Decisions

The digital marketplace isn't just selling products—it's engineering emotions. Behind every checkout page and "limited time offer" lies a sophisticated understanding of our deepest purchasing anxiety: the fear of making the wrong choice.