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We can shortcut the path to trust and sell more products by leveraging certain behavioral psychology principles called cognitive biases and heuristics. Cognitive biases and heuristics are mental models (sometimes irrational or flawed) used to reduce the time or energy for a task when making judgments. While there are over 100 cognitive biases and heuristics, I want to focus specifically on ones that give your product instant trust in the eyes of the consumer.

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