---
title: The Marketing Psychology  Biases That Affect Our Decision Making
description: Discover the biases in marketing psychology that affect our decision-making. Balance core values with brand growth while avoiding reputation risks and ensuring authentic communication.
---

[Blog ](https://www.cognitionagency.co.uk/blog)

# [The Marketing Psychology Biases That Affect Our Decision Making](https://www.cognitionagency.co.uk/blog/the-biases-that-affect-our-decision-making)

 Written by [Dr Peter Hughes](https://www.cognitionagency.co.uk/blog/author/dr-peter-hughes) | Aug 19, 2024 11:00:00 PM

#### Virtue signalling: Why brands must express their core virtues and values

Discover how brands are approaching the complex ground of virtue signalling, and how to strike the *right* balance between maintaining core identity and ultimately growing sales. 

However, this is often a tough balancing act to achieve. 

We uncover how aligning with the wrong causes can have catastrophic consequences on brand reputation and shareholder value, with key pointers on ensuring authentic moral excellence is at the core of your comms. 

#### Interested in getting your brand B-Corp ready?

Check out our B-Corp methodology [here](https://www.cognitionagency.co.uk/get-your-brand-b-corp-ready). 

[View full post](https://www.cognitionagency.co.uk/blog/the-biases-that-affect-our-decision-making)

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