## Foundational Principles * Pattern matching * Four purposes of biases and shortcuts ## Psychological Principles * Social Proof - Default Effect / Bias - Anchoring / Anchor Effect - Goal Gradient Effect - Decision Fatigue / Analysis Paralysis - Scarcity - Framing - Picture Superiority Effect - Loss Aversion - IKEA Effect - Zeigarnik Effect - Reactance - Confirmation Bias - Curiosity Effect / Gap - Sunk Cost Bias - Fresh Start Effect - Peak-End Rule - Decoy Effect - Progressive Disclosure - Planning Fallacy - Hick’s Law - Cognitive Load - Serial Position Effect - Reciprocity - Feedback Loops - Authority Bias - Storyteller Bias / Storytelling Effect - Priming - Commitment & Consistency - Spacing Effect - Chunking - Contrast Effect / Contrast - Availability Bias - Miller’s Law - Second-Order Effect - Banner Blindness - Parkinson’s Law - Pareto Principle - Hyperbolic Discounting - Law of Prägnanz - Discoverability - Aesthetic-Usability Effect - Tesler’s Law - Doherty Threshold - Fitt’s Law - Center-Stage Effect - Investment Loops - Law of Similarity - Weber’s Law - Von Restorff Effect - Aha! Moment - Cognitive Dissonance - Familiarity Bias - Hawthorne Effect - Selective Attention - Labour Illusion - User Delight / Delighters - Variable Rewards - Endowment Effect - Prospect Theory - Status - Risk Aversion - Limited Choice - Fluency Shortcut - Certainty Effect - Self-Expression - Autonomy Bias - Endowed Progress Effect - Nostalgia Effect - Rewards - Suprise Effect - Limited Access - Humor Effect - Rhyme as Reason Effect - Tiny Habits - Fast and Slow Thinking - Metaphorical Shortcut - Collection Bias - Hedonic Adaptation - Goal Priming - Ownership Bias - Time Scarcity - Choice-Supportive Bias - Zero-Price Bias - Foot in the Door - Present Bias - Delay Discounting - Salience - Aggregation Effect - Segregation Effect - Law of Uniform Connectedness - Jakob’s Law - Law of Proximity - Occam’s Razor - Nudging - Law of Common Region - Cognitive Drift - Content Blindness - Context Craving - Delegated Decisions - Context Shifting - Ego Depletion - Experience Creep - Fuzzy Context - Gamification - Intentional Friction - Knowledge Gap - Law of Minimal Effort - Overjustification Effect - Pattern Matching - Pygmalion Effect - Reactive Onboarding - Recency Bias - Reverse Prototype - Specificity - FITD Effect - Tribalism - User-Initiated Triggers - Visible Lifeboats - Nudge - Attentional Bias - Empathy Gap - Visual Anchors - Visual Hierarchy - Survivorship Bias - Juxtaposition - Signifiers - External Trigger - Law of Proximity - Spark Effect - Expectations Bias - Mental Model - Skeuomorphism - Singularity Effect - Occam's Razor - Noble Nudge Effect - Halo Effect - Unit Bias - Flow State - Pseudo-Set Framing - Group Attractiveness Effect - Curse of Knowledge - Self-Initiated Triggers - Survey Bias - Feedforward - Hindsight Bias - Streisand Effect - Spotlight Effect - Law of the Instrument - Temptation Bundling - Dunning Kruger Effect - Observer-Expectancy Effect - Affect Heuristic - Chronoception - Cashless Effect - Self-Serving Bias - Backfire Effect - False Consensus Effect - Barnum-Forer Effect - Provide Exit Points - Sensory Appeal - Internal Trigger - Method of Loci - Shaping - Recognition Over Recall - Negativity Bias