Illusory superiority bias

Users tend to overestimate their abilities or qualities relative to others.

E.g.  LinkedIn's "How You Rank" feature can create a false sense of superiority or inferiority by prompting users to compare themselves to a biased sample of others, and the suggested improvements may reinforce this bias.

E.g. Duolingo uses a "streak" system to encourage daily practice and maintain engagement. Users may feel a sense of superiority over others who have not maintained a streak, even if they are not actually more proficient in the language.

Availability bias

Users rely on readily available information rather than complete or accurate information when making decisions or judgments.

E.g. LinkedIn uses the availability bias by highlighting users' connections and making it easy to see their activity on the platform.

E.g. Amazon's "Customers Who Bought This Also Bought" section leverages the availability heuristic to suggest related products based on past purchases.

E.g. Google's autocomplete feature, which suggests search terms based on popular searches, relies on the availability heuristic by presenting commonly searched terms as more relevant or important.

Zero risk bias

Users prefer options with no risk, even if the potential game is smaller.

E.g. Amazon's "Buy Now" button, which allows users to quickly purchase items with a single click, caters to the zero-risk bias by reducing the perceived risk of making a purchase.

Sunk cost fallacy

Users tend to continue investing in a failing decision because of the resources already invested, even though the costs are unlikely to be recovered.

E.g. Dropbox offers limited free storage and encouraging users to upgrade to a paid plan once they have invested time and energy into uploading files to avoid losing access to their data.

E.g. Peloton offers workout classes and equipment for a premium price, encouraging users to keep using the app and purchasing new classes once they have invested in Peloton equipment.

E.g. Candy Crush limits player lives, which can be replenished by waiting or buying with real money, encouraging players to keep playing to make the most of their investment.

E.g. Netflix's "Continue Watching" feature keeps users engaged by showing them the progress they've already made on a show or movie.

Anchoring bias

Users rely too heavily on the first piece of information presented to them when making decisions, even when it might be irrelevant or inaccurate.

E.g. Robinhood shows users the price of the stock first, before the stock's performance.

E.g. LinkedIn displays a "premium" subscription price as discounted, even if it is the regular price.