Perception & memory

What gets in, what stays, and why ease reads as truth.

1. 01Mere exposure…↓
2. 02Processing fluency…↓
3. 03Picture superiority…↓
4. 04Serial position…↓
5. 05Von Restorff…↓
6. 06Zeigarnik…↓

Value & decision

How worth is computed — over time, against a reference, from the peak and the end.

1. 07Peak–end rule…↓
2. 08Loss aversion…↓
3. 09Hyperbolic discounting…↓
4. 10Rescorla–Wagner…↓

Curiosity & arousal

The pull of the gap, and the inverted-U of wanting more.

1. 11Berlyne arousal curve…↓
2. 12Information gap…↓

The self & its stories

The narrator that explains, justifies, and pushes back — after the fact.

1. 13Cognitive dissonance…↓
2. 14Choice blindness…↓
3. 15Left-brain interpreter…↓
4. 16Telling more than we know…↓
5. 17Reactance…↓