When humans are met with contracting information to their personal beliefs or values, they tend to take actions to reduce the dissonance and also possibly...Continue Reading

This theory is based on learning a new process or behaviour via the process of association. Two stimuli or events are linked together to produce a new learned response in a person or animal. Classical conditioning takes place in...Continue Reading

How people explain things, that’s attribution theory.  It’s a theory that explain why and how people perceive events the way they do. How the perceiver gathers information together to form a.... Continue Reading

Needing to know the person you are planning on pursuing is the key to any theory of persuasion. Get to know their motivations, values, personality, goals and also their challenges. The better you know your target...continue reading

The positive effect of scarcity is that it helps us prioritize things or tasks that are more important than the distractions surrounding us. It also helps to...Continue Reading

This simple act of seeking help and being rescued is so deeply embedded in our subconscious mind, that every time when we get stuck we subconsciously seek...Continue Reading

As humans, we possess a natural

Social Proof is a psychological phenomenon that is also called informational social influence where people replicate the actions of others in attempt to be perceived as...continue reading

Consistency is what psychologists call a “decision heuristic” or a shortcut for us to make decisions. Life is complicated enough already. Consistency is a practical survival skill in this complex world by giving us....continue reading

Reciprocity - This simple gesture of giving back will increase the levels of oxytocin a brain chemical that is also responsible for love, compassion and care for others. Please listen to episode no.14 for details on oxytocin and how it can...continue reading