Theories We Use

We use mental shortcuts when judging how likely or frequently an event will happen, because we tend to remember our most recent experience and therefore we put more value on that information.…

Describes the relationship between psychological distance and the extent to which people’s thinking (e.g., about objects and events) is abstract or concrete. The general idea is that the more…

Refers to the tendency of individuals to conform their beliefs about disputed matters of fact (e.g., whether humans are causing global warming; whether the death penalty deters murder; whether…

Explains the pattern and speed at which ideas spread from their introduction to uptake in the wider society. Four elements influence the spread of the new idea: the innovation itself,…

People have different systems in their mind for processing information: one system for visual imagery and one for verbal communication. Visual and verbal communication are processed…

The Dunning Kruger effect is a cognitive bias, affecting people at all levels of intelligence, where people tend to overestimate their knowledge or ability in specific areas, especially new…

(or the over-attribution effect) People are often quick to draw conclusions about the attitudes and personalities of others, even when an external factor or cause may explain that behavior.…

One of the original public health theories developed in the 1950s, this model suggests that people’s beliefs about health problems, perceived benefits of and barriers to action and…

A psychological framework derived in the 1960s that aims to induce pre-emptive resistance against unwanted persuasion attempts. Papageorgis and McGuire (1961) explain: “A previous study ……

Mental models are the images, thoughts, ideas and beliefs that we form based on our experiences. These models are formed intentionally  and unintentionally and can be based on real or imagined…