The decoy effect is one of the best known biases violating rational thought. And it has a powerful impact on the decisions we make.

Neuromarketing is in its infancy, but we are learning a lot about unconscious factors that persuade us to buy or not. The right packaging c

Have you ever walked into Costco planning to buy just one or two things and walked out with a cart full of stuff you don't need?

Consumers will spend more for a brand with an associated ritual because they feel like they are getting a premium product.