The Biases Framework is a collection of common cognitive shortcuts and psychological tendencies that influence how people perceive information and make decisions. These biases—such as confirmation bias, anchoring, and social proof—shape how customers interpret marketing messages, evaluate products, and choose brands, often subconsciously. Recognizing these patterns allows marketers to better craft messaging, pricing, and positioning strategies that align with how people naturally think and behave.

By understanding biases like loss aversion, the halo effect, or the sunk cost fallacy, businesses can anticipate customer reactions, reduce friction in the buying process, and encourage more confident decision-making. This framework isn’t just about persuasion—it’s about empathy: acknowledging the mental shortcuts customers use and designing experiences that guide them toward beneficial outcomes with less cognitive strain.