How Confirmation Bias Shapes Consumer Choices & Marketing

Why do we tend to tip more when payment screens suggest 18%, 20%, or 25%? It is not generosity alone; it is psychology. From NYC taxis to Starbucks counters, businesses use anchoring, social norms, and choice architecture to nudge customers upward. The results are powerful, but overuse risks “tip fatigue.” This article examines the data, psychology, and case studies behind suggested tip amounts and their implications for both consumers and businesses.

Discover why boring, predictable brands like banks and software companies quietly win long-term trust, and how to apply that to your own marketing.