Preeti Kotamarthi

Drawing from a childhood anecdote about picking a unique blue car color, this story illustrates how our minds spotlight what we focus on, making the seemingly rare feel common. Discover how our perception shapes reality in this engaging exploration of top-down attention.

Is a rogue ticket purchase during a flight delay irrational or not? Preeti Kotamarthi explains the contextual nature of rationality.

The Metaverse is the hottest topic in tech and beyond. But if we don’t plan for the dawn of this new world, we risk repeating past mistakes.

These days, gamification is everywhere you look, often held up as a panacea. But there's a right way and a wrong way to gamify.

Amidst a replication crisis gripping the behavioral sciences, frameworks present a promising way forward for practitioners.

Uptake of behavioral science in the public and private sectors has exploded over the last few years. Here's a rundown of your career options.

Personalization is the biggest trend in tech, and an omnipresent force in consumers' lives. But not all personalization is created equal.

You've finally landed a job as a behavioral scientist—but you're the only one within your organization. Where do you go from here?

As the pandemic's death toll creeps higher, many of us are increasingly numb to the devastation. In times of crisis, why does our empathy fail us?

If you're struggling to wrap up your holiday shopping, behavioral science can offer some tips for giving the perfect gift.

Netflix's social media docudrama has made "dark tech" a hot topic. How can behavioral scientists balance ethics with persuasive design?

The gap that emerges between what’s known and what’s unknown is what drives the motivation for curiosity. Based on this, we arrive at a simple framework to think about curiosity and how we can use it in product design and marketing.

There's something that makes discounts just too exciting to ignore—what is it that makes discounts so irresistible?

Behavioral science is growing quickly as a field. But there's always the question about how it can be practically applied within an organization. In this article, a behavioral scientist explores the world of tech products to understand where the subject can add value and how it can be used most effectively.

The coronavirus has brought many changes to the ways in which we communicate: video chats have replaced coffee chats, and stuffy lecture halls have been swapped for group calls, to name a few. In this article, Preeti Kotamarthi uses behavioral science concepts to recommend some ways for organizations to communicate better during (and perhaps after) the pandemic.

Horoscopes owe more of their tremendous popularity to psychology than astrology. As it turns out, the science behind why horoscopes are so popular can also offer interesting insights for the business world.

COVID-19 has impacted how we behave in many different ways. By analyzing ourselves with a behavioral science framework, we can better understand the decisions that we are currently making during the pandemic in addition to the societal norms that may change once it passes.

Given the increasing trend towards fitness, companies can help consumers reach their goals by using these insights from behavioral science.

It is definitely not easy to write simple, short, and effective communication — but we owe it to our readers to at least try.

Should companies stop retargeting? Probably not. But, it does help for advertisers to start thinking about the negative effects of such strategies.