Be Afraid! The Silent Role of Fear in Decision Making

Fear plays such a dominant role in our lives that several businesses and products have succeeded on the back of this single emotion. Here’s a look at some of the fears that affect our decision making, how businesses and products exploit these tendencies to their advantage, and how, as a designer, you can apply this knowledge in your work to design better (and possibly more ethical) products. Picture this: You’re walking along a dirt path on the outskirts of a dense forest. You hear the gentle rustling of leaves. From the corner of your eyes, you notice something move… something

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