Why are we so willing to pay $5 for our morning latte? Value perception is influenced by the way we process information.

People have been telling stories for thousands of years. Now, some researchers believe that we've evolved to think in terms of narratives.

Investing in the future is hard—it means passing up rewards now for benefits down the line. How can marketers make this decision easier?

Katie Mehr shares her insight on a new process for nudging through active socialization.

Dr. Straeter and Jessica Exton sit down with The Decision Lab to discuss the perks and pitfalls of lending for friendships.

Saving in the short-term is one important way to prepare for the unexpected. Despite the benefits of doing so, our behavioral biases get in the way.

Is sharing actually eco-friendly? Do we consume less when we share? We spoke with two behavioral scientists at ING to find out.

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

As Russian oligarchs and Emirs buy up teams in many sports leagues worldwide, a schism is being wedged between teams. Competitive balance, considered a central requirement for the success of leagues, is weakening in many leagues as a result. Behavioral science and results from experiments can shed some light on why leagues may not wish to push for reforms.