Reciprocity bias is our tendency to reciprocate the actions of others creating a wave of indebtedness. If somebody does something for us, or gives us something, we are more likely to return the favour ...

The roots of behavioural economics go back to the 1950s, when economist and cognitive psychologist Herbert Simon began to look at ways to merge those two fields. Mainstream neoclassical theory had ...

Peter Martin does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations beyond their ...