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IT'S BIG
IT'S BAD
IT'S BOLD
IT'S VERY COLOURFUL

The Big Bad Bias Book is out on ISSUU!

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Why do we need The Big Bad Bias Book?

Simply put, because the bias literature is huge and difficult to navigate, so we decided to organise it all in one simple book.

Over the past several decades, behavioural science has identified more than 200 biases, heuristics, and systematic behavioural patterns. Yet, for newcomers and even seasoned professionals, navigating this expansive and often fragmented landscape can be a daunting task. While numerous efforts have been made to catalogue and visualise these cognitive tendencies, many existing guides are overly complex— dense with technical jargon or tangled in intricate diagrams—making them inaccessible to those beginning their journey in behavioural science.

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The Big Bad Bias Book offers a fresh alternative. Say goodbye to convoluted graphs and hard-to-digest lists. This book presents a structured and visually engaging approach to understanding human behaviour. All documented biases, heuristics, and regularities are organised into an intuitive “periodic table” and brought to life through simple, illustrative stories. Each entry is supported by real-world use cases and scholarly references, providing both clarity and depth.

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Whether you are a student exploring the field, a practitioner applying behavioural science in business or policy, or an academic seeking a consolidated resource, this book delivers a comprehensive yet accessible overview of decades of behavioural research—all in one place.

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Publication Formats and Availability

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The Big Bad Bias Book is  available in the following formats:


E-book Edition - Now available via ISSUU: See below or read here

Price: €9.99 Please note: this price grants access for online reading on ISSUE platform only; the e-book is not available for download.


NEW! Hardcover (8.5 x 11 inches) is available via Amazon

(this version is best suited for libraries, institutions, or anyone who prefers a large-format, high-quality print edition; it is printed in a rectangular format and offers a durable, visually rich reference copy):

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NEW! Paperback (8.5 x 8.5 inches) is available via Amazon

(this version is perfect for individual readers, students, or anyone who wants a cost-effective version; it is printed in a square format). When you buy this edition, you’re only covering the printing costs. No royalties go to the authors. This is value for money in the truest sense. This portable edition offers the same bold illustrations, clear explanations, and comprehensive coverage of over 200 cognitive biases and behavioural misjudgements that affect how we think, lead, design, and decide. Here is where you can buy this format:

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Stay tuned for further updates, including additional format releases and distribution channels.​​​

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Peek inside
HOW IT WORKS

We want you to co-create with us!

Have your say

Our periodic table is based on our analysis of many years of behavioral science research, but we do not claim that we know it all. If you spot any important omissions or inconsistencies, do tell us! We want to hear your comments and ideas! You can get in touch with us using the contact form below.

Can I download and use the table?

Yes! The table is available for you to download in PDF format and use! All you need to do is click on the table below. The only thing we ask is that you cite our book: Pogrebna, G. and K. Renaud (2025) Big Bad Bias Book, Behavioural Data Science Press, US and UK accessed at www.bigbadbiasbook.com 

Periodic Table of Behavioural Regularities, Heuristics, and Biases

TESTIMONIALS
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About us

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GANNA POGREBNA

Professor of Business Analytics and Data Science

Professor Ganna Pogrebna is an academic, author, keynote speaker, consultant, and a pioneer in behavioral data science, applying insights from behavioral science to create AI-driven solutions that promote societal progress. She is the Professor and Executive Director of the Artificial Intelligence and Cyber Futures Institute and leads the Behavioral Data Science research at the Alan Turing Institute. Additionally, Ganna holds an Honorary Professorship at the University of Sydney and serves as a distinguished Adjunct Professor at Warwick Business School and a Research Associate at the Centre for Competitive Advantage in the Global Economy. With a Ph.D. in Economics and Social Sciences, Ganna has worked at prestigious institutions such as Columbia University, where her research focused on the intersection of human behavior and technology. Her work has supported businesses and governments in improving decision-making, particularly in cybersecurity and human-computer interaction. An experienced business consultant and keynote speaker, Ganna has also contributed to entertainment technology, developing a box-office prediction tool featured at the Stockholm Film Festival, and has conducted research on digital human rights during the COVID-19 pandemic. Ganna is an associate editor for Judgement and Decision Making, a methods editor for Leadership Quarterly, and an editor for Scientific Reports and Behavioral Data Science Week. She also runs the Data Driven YouTube channel. Her awards include the British Academy of Management Award (2018), the TechWomen100 UK Award (2019), and the Women in AI Asia Pacific Award (2024). Through a combination of humor and research, Ganna continues to inspire and educate others at the crossroads of technology and human behavior.

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KAREN RENAUD

Professor of Human-Centered Security

Dr Karen Renaud is a Scottish Computer Scientist, researcher and professor, working on all aspects of Human-Centered Security and Privacy. She is a Reader in Computer and Information Sciences at the University of Strathclyde. Karen’s research focuses on human-centered security, a branch of Human Computer Interaction (HCI). She is interested in the interplay between users and security in the context of societal and industrial use. She works towards creating a natural easy yet secure interaction between humans and devices. Her work has a strong development, experimental and deployment focus, testing solutions in practical situations. Karen has come up with a number of novel solutions to improve usability in a wide range of situations. She has also done fundamental work in understanding people’s mental models of security in a variety of applications and contexts. Karen is the recipient of many prizes and awards, including The Fulbright Scholarship and the Literati Award. She is a great example of truly interdisciplinary scholar, who successfully combines computer science, cyber security and behavioral science. Karen's work uses behavioral science techniques to improve security behaviors and to encourage end-user privacy-preserving behaviors. Her ground-breaking research harnesses methods and techniques from many disciplines, including behavioral science, to understand and influence people outcomes and reach behavioral change.

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MARINA KOVALEVA

Artist

Marina Kovaleva is a visionary artist and contemporary conceptualist painter. With a deep connection to the rich cultural traditions and vibrant landscapes of her early life, her art reflects a unique blend of symbolism and nature. Marina primarily works with oil, finding it the perfect medium to express her thoughts and worldview on canvas. Her futuristic and conceptual landscapes, people, animals, and flowers come to life through contrasting and harmonious colors, bold compositions, and artistic courage. Marina believes that art is a gateway to her emotions, offering endless opportunities to communicate her creative ideas to a broader audience. Her paintings are featured in numerous art collections across the US, Germany, Latvia, and other countries, showcasing the global reach of her work.

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© 2023 Behavioural Data Science - The Big Bad Bias Book

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