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Explore behavioral economics on screen

Compare wording, prices and options, then explore the reasons judgments can change.

14 lessons across chapters and 8 new patterns.

Compare the presentations

Keep the underlying conditions fixed and inspect what changes.

01 Two frames of the same fact

Switch between complementary outcome frames and price equivalents.

Illustrative comparisons with fictional values; these do not measure conversion or revenue effects.

Wording
Both sidesCompletedIncomplete

20%

Not completed

The denominator is the same 100 fictional cases over one period. Both sides add to 100%.

Price display period
MonthlyDaily equivalentAnnual total

About ¥100 / day

Billed monthly at ¥3,020. Total over 12 months: ¥36,240.

The daily equivalent divides one month by 30 and rounds down. Billing is not daily.

Read about framing →

02 Inspect the reference behind a price

Keep the selling price fixed and change only its comparison.

Illustrative comparisons with fictional values; these do not measure conversion or revenue effects.

Reference display
No referenceUnsupported — avoidWith a record

Selling price ¥2,000

Even the documented example is fictional teaching material. Real displays require checking the product, conditions and period.

Read about anchoring →

03 What changes when another option appears?

Add another option to the same two plans. This illustration does not evaluate omitted terms or quality.

Illustrative comparisons with fictional values; these do not measure conversion or revenue effects.

Choice set
Three distinct usesTwo plansDominated option — avoid

Example to avoid: adding an option that is worse on these dimensions

Read

¥1,000 / month

  • View

Solo readers

Share

¥2,000 / month

  • View
  • Share

People working together

Comparison option

¥2,500 / month

  • View
  • Share

No reason to choose on these dimensions

Costs more than Share for the same features

Read about decoys and their limits →

Understand what shapes a judgment

Explore existing lessons on loss aversion, defaults and related ideas in the same theme.

14 lessons

Reference points and prospect theory

The same outcome can feel different depending on the reference point used to judge gains and losses.

Theoretical model

Mental accounting

People evaluate money within budgets and transactions as well as in one overall total.

Theoretical model

Present bias

Putting extra weight on immediate effort or rewards can create a gap between plans and later actions.

Theoretical model

Anchoring

An earlier number can influence a later numerical judgment.

Contested

Framing effect

Equivalent facts or options can produce different judgments when presented in different frames.

Limited evidence

Decoys and choice context

Choices can depend on the relationship between options, not just on each option in isolation.

Contested

Endowment effect

The value placed on giving something up can differ from willingness to pay to acquire it.

Contested

Shrouded attributes and add-on costs

When add-on costs are hidden from an initial price, the basis for comparing offers changes.

Theoretical model

Bounded rationality

People choose with limited information and time rather than comparing indefinitely.

Practitioner framework

Loss aversion

A loss tends to feel bigger than a gain of the same size.

Contested

Default effect

Options that are preselected tend to stay selected.

Well supported

Choice overload

Too many options can stall decisions or lower satisfaction, but whether it happens depends heavily on conditions.

Contested

Peak-end rule

People judge an experience mostly by its most intense moment and its end, not its average.

Well supported

IKEA effect

Things people build themselves feel more valuable than the same things made by others.

Limited evidence

Turn the ideas into interfaces

Open a preview for build steps, measurement and failure conditions.

Show both frames of the same fact

Let users inspect completion and non-completion for the same population and period.

Explore this pattern

Show both frames of the same fact

How to build it

  1. Fix the population, period, denominator and calculation.
  2. Derive completion and its complement from one dataset.
  3. Check comprehension and satisfaction separately from clicks.
Main metric
Correct comprehension rate
Guardrail
Cancellations and questions caused by misunderstanding
When it backfires
Do not call values from different periods or denominators equivalent frames.

Set a personal reference before the price

Clarify needs and budget before viewing the seller’s reference price.

Explore this pattern

Set a personal reference before the price

How to build it

  1. Offer optional inputs for quantity, required features and budget.
  2. Retain that reference alongside a comparable quote.
  3. Allow edits and let users browse without completing the inputs.
Main metric
Rate reaching a suitable option
Guardrail
Input abandonment and budget overruns
When it backfires
Do not prefill a budget designed to steer users toward a selling price.

Choose when to start

Let someone who cannot finish now choose a start date and first step.

Explore this pattern

Choose when to start

How to build it

  1. Explain a small first task and its expected effort.
  2. Offer a start date, optional reminder and equally accessible rescheduling and cancellation.
  3. Provide a link that returns directly to the task on the chosen date.
Main metric
Actual start rate among people choosing a date
Guardrail
Reminder opt-outs and failed rescheduling
When it backfires
Do not count bookings alone as success or bundle reminder consent into booking.

Include mandatory costs from the start

Show the same total and breakdown from initial comparison through confirmation.

Explore this pattern

Include mandatory costs from the start

How to build it

  1. Separate base price, mandatory charges and optional extras.
  2. Display mandatory-cost totals from the start, with conditions for variable costs.
  3. Repeat selected conditions and the total at confirmation.
Main metric
Completion with correct total-price understanding
Guardrail
Cost-related questions and refunds
When it backfires
Do not present mandatory charges as optional; explain how uncertain costs become final.

Use a documented reference price

Separate selling price from a reference with comparable conditions, period and records.

Explore this pattern

Use a documented reference price

How to build it

  1. Align the product, contract term and conditions.
  2. Place the record source and period beside the comparison.
  3. Calculate the difference from source values and omit unsupported comparisons.
Main metric
Sign-ups with correct understanding of the comparison
Guardrail
Price misunderstanding and loss of trust
When it backfires
A record alone does not establish a suitable display. Check applicable conditions in official guidance.

Show daily, monthly and annual amounts

Keep the billing period and actual total visible alongside small equivalent amounts.

Explore this pattern

Show daily, monthly and annual amounts

How to build it

  1. Establish the actual billing period and mandatory-cost inclusive source amount.
  2. State conversion days and rounding, using one source value.
  3. Repeat the actual charge and contract term before commitment.
Main metric
Correct recall of the actual charge
Guardrail
Misunderstanding or cancellation caused by small-unit display
When it backfires
Do not imply monthly billing when the monthly value is an annual-contract equivalent.

Give every plan a reason to exist

Give every option an audience and trade-off so users can choose by cost and required features.

Explore this pattern

Give every plan a reason to exist

How to build it

  1. Choose two or three comparison dimensions users need.
  2. Use common fields and units, and describe who each plan fits.
  3. Check for options that cost more with the same or fewer features, or offer fewer features at the same price.
Main metric
Rate of users whose chosen plan continues to meet their needs
Guardrail
Unnecessary upgrades, plan changes and cancellations
When it backfires
Support and terms outside the table may matter. Numerical dominance does not determine real product value.

Let users export work made in a trial

Let users retain, export or delete trial work and judge the value of continuing.

Explore this pattern

Let users export work made in a trial

How to build it

  1. Explain the end date and retention conditions before the trial.
  2. Make export and deletion available during the trial.
  3. Offer continuation and export from the same place at trial end.
Main metric
Continuation with informed satisfaction
Guardrail
Export failures and unintended continued billing
When it backfires
Do not hold user work hostage. Explain retention limits in advance.

Explore related ideas

For ideas often called bandwagon effects, explore social proof. Labels from psychology are not all interchangeable economic theories; inspect the underlying research and conditions.

Read about social proof →

Practical reference for price comparisons: Consumer Affairs Agency: reference-price displays (Japan). This lesson does not determine whether a particular display is compliant.