Whatever you are focusing on in the moment seems more important than it actually is.
People prefer things they're familiar with.
People prefer to avoid loss than acquire equivalent gains.
The tendency for people to overestimate their ability to control events.
People show a preference for rewards that arrive sooner rather than later.
The desire to be and appear consistent with what we have already done.
We can rely too heavily on an initial piece of information when making a decision.
We can distort our thinking when it is in our own interest to do so.
Feeling positive and negative emotion towards intangible objects based on past associations rather than direct effects.
We tend to most easily recall what is salient, important, frequent, and recent.
