This article uses a behavioural science perspective to understand the endurance of the popular augmented-reality game, Pokemon Go. Given that the game has recently completed one year since launching in the US, the makers of the game have tremendous potential to take gameplay to the next level.

"Maybe I’m going out of my mind,” said Truman Burbank, played by Jim Carrey in 1998’s “The Truman Show,” “but I get the feeling that the world revolves around me somehow.”

 Ever feel like being adventurous and ordering in some new cuisine, but get so confused with all the options that you just end up ordering the same old food? Ever get so overwhelmed with the numerous options of a product at the supermarket that you just walk out of there without even getting anything? The Choice Overload Paradox, discussed in the blog, may be able to throw some light on these situations that occur in daily life and how consumers and choice-providers could navigate around this trap!