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Posted inSocial Dynamics

The Door-in-the-Face Technique (Rejection-Then-Retreat): How Concessions Drive Persuasion

Posted by Mário Machado June 12, 2026
Understand the door in the face technique (Cialdini, 1975): how making an extreme request followed by a smaller concession triples compliance rates.
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endowment effect psychology - behavioral psychology illustration
Posted inCognitive Biases

The Endowment Effect: Why We Overvalue What We Already Own

Posted by Mário Machado May 16, 2026
Learn how the endowment effect psychology (Richard Thaler, 1980) explains why ownership doubles the perceived value of objects, ideas, and investments.
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About 99% Brain UP

Welcome to 99% Brain UP. We are a dedicated editorial team passionate about decoding human behavior, neurobiology, and the hidden mechanics of the mind. Our mission is to bridge the gap between complex behavioral science and everyday life, bringing you evidence-based insights every single day.

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