Cognitive Dissonance Theory:This theory suggests that we feel discomfort when our actions are inconsistent with our beliefs, leading us to change either our actions or beliefs to reduce this discomfort.
Heuristics:These are mental shortcuts or rules-of-thumb that simplify decision-making but can often lead to biases in thinking.
Prospect Theory: A theory in behavioral economics that describes how people make choices under conditions of uncertainty, including framing effects.