People take thousands of decisions each day, some being easy to make and others life-changing. Their reasoning and choice of action seem to be rational and deliberate but psychology reveals that a significant part of human decision making is based on emotions, habits, cognitive biases, and subliminal tendencies.

The purpose of this site is to create awareness of behavior psychology and the way human beings make decisions. We want our readers to know why individuals think as they do, the way decisions are made, and how the understanding of these mechanisms can result in the improvement of individual and professional decisions.