BIAS OF THE DAY — IKEA effect: We overvalue things we assembled ourselves. Especially the wobbly ones.
I'mbiased
Collection 01Known flaws

Everyone is biased.
We embroider it.

Six caps, six cognitive biases, stitched on the front in the handwriting of someone still thinking it over. Pick the one you're guilty of.

Shop the collectionWhich one are you?
(you already know which one)
Probably Wrong
I Knew It All Along
I Know Enough
First Number Isn't The Price
Too Deep To Quit
I Saw What I Wanted To See
The collection · 6 caps · $499 MXN each

Six known flaws.

View all caps →
Probably Wrong
No. 01
Probably Wrong
Overconfidence effect
$499 MXN
I Knew It All Along
No. 02
I Knew It All Along
Hindsight bias
$499 MXN
I Know Enough
No. 03
I Know Enough
Dunning–Kruger effect
$499 MXN
First Number Isn't The Price
No. 04
First Number Isn't The Price
Anchoring bias
$1,299 MXN$499 MXN
Too Deep To Quit
No. 05
Too Deep To Quit
Sunk cost fallacy
$499 MXN
I Saw What I Wanted To See
No. 06
I Saw What I Wanted To See
Confirmation bias
$499 MXN
Bias of the day · September 24

IKEA effect

We overvalue things we assembled ourselves. Especially the wobbly ones.

2 / 14reading about it won't cure it
From the manifesto
The first step is admitting it. The second is putting it on your head.
Read the manifesto →
The bias quiz · 5 questions

Which bias are you already wearing?

Five questions, about a minute. The result will feel strangely accurate. That's the Barnum effect, and we're counting on it.

Start the quiz
Question 1 of 5
You're two hours into a movie you hate. You…