Explore the psychology of influence: social proof, reciprocity, scarcity, and other principles that drive human behaviour.
6 articlesThe step-by-step method SUE uses to systematically analyse, understand and change behaviour. The backbone of every intervention we design.
When someone does something for us, we feel compelled to return the favour. How reciprocity shapes negotiations, sales and workplace relationships.
We value things more when they are scarce. How the scarcity principle drives urgency, exclusivity and decision-making in business.
People look to others to determine what is correct. How social proof influences adoption, compliance and team behaviour in organisations.
People judge experiences by their most intense moment and the ending. How the peak-end rule shapes customer experience, employee journeys and events.
Cialdini's research on descriptive and injunctive norms. The most powerful lever for behaviour change at scale.