Behavioural finance
Representative heuristic
Representativeness heuristic refers to the fact that we stereotype. It’s a mental shortcut. But beware of making unfounded comparisons.
risk and uncertainty in economics
Risk and uncertainty will always surround us. Gambler's Fallacy, the hot-hand effect, the law of small numbers & ambiguity aversion are just some of the biases that arise because of it.
Availability effect definition
Availability bias and survivorship bias influence our decision-making. We make decisions based on the information available to us.
Primacy and recency effects
The order of information influences your decisions. First impressions matter! It's all got to do with primacy and recency effects.
Hyperbolic vs exponential discounting
When you delay instant gratification, you will experience long-term satisfaction. That's hyperbolic vs exponential discounting. Don't let present bias win!
Proctrastination is the enemy of success
We know procrastination is the enemy of success. But while it looks like laziness, it's often just mental exhaustion at play. Learn how to overcome procrastination.
How to improve self control
Self-control is an essential life skill. It's what separates humans from the rest of the animal kingdom. Learn how to improve self-control to achieve your long-term goals.
The endowment effect and IKEA effect
In this post, you'll learn why you place extra value on things you already own. The endowment effect has implications for our investment portfolio, bonuses and consumer behaviour.
Sunk cost and the concorde effect
The Concorde effect is a famous example of sunk cost investment. Too often we invest time, money and energy into something we should've just abandoned.
Examples of regret avoidance
Regret influences the decisions we make and pushes us to conform to social norms. Examples of regret avoidance show us how this makes complete sense yet no sense at all.
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About the Author

I am passionate about helping people understand their behaviour with money and gently nudging them to spend less and save more. I have several academic journal publications on investor behaviour, financial literacy and personal finance, and perfectly understand the biases that influence how we manage our money. This blog is where I break down those ideas and share my thinking. I’ll try to cover relevant topics that my readers bring to my attention. Please read, share, and comment. That’s how we spread knowledge and help both ourselves and others to become in control of our financial situations.

Dr Gizelle Willows

Dr Gizelle Willows


PhD and NRF-rating in Behavioural Finance