Based on my passion for and expertise in Nutrition, Neuromarketing and Neuroscience, I created Boider Learning to provide people an opportunity to learn more about different topics within those subjects.

Currently, we are offering onsite and online courses in Neuromarketing and Cognitive Biases. 

At the bottom of this page, you will find a video series I created that tackles understanding and addressing some of the most common Cognitive Biases from a Neuroscience point of view.

Carlos Jimenez Navarro. Founder of Boider.

What is Neuromarketing?

Neuromarketing is the application of Neuroscience and Psychology principles to Marketing. Neuromarketers study the brain and human behavior to understand what makes people choose certain options rather than others (products, services…)

Unfortunately, Neuromarketing has had a bad reputation since it has been linked to mass manipulation, especially the ways in which social media (particularly the algorithms that run the way these platforms work) affect our lives. But Neuromarketing is more than that – think about being able to know WHAT your clients want and understand WHY they want it, and based on that, HOW to offer better products or services.

Do you want to know more about Neuromarketing? 

We are currently offering introductory courses and talks to corporations. In these courses we will talk about what is Neuromarketing, basics in Neuroscience and how it applies to Marketing, common behaviors and responses and how to measure them, and more. 

For more information, please contact:

Cognitive Biases

People use the terms biases and cognitive biases very often, but what are cognitive biases exactly? The term bias is thrown around as a synonym for one-sided and the term is commonly used as a way to criticize others when in reality, WE ALL ARE BIASED. Human brains are literally wired for biases.

Understanding the neuroscience behind biases, why they appear, and how we can prevent them from affecting our lives and the lives of others is crucial to overcoming the effects of those biases. Ignoring them, or worse, calling people biased without offering a solution, is probably the wrong approach when dealing with biases.

Do you want to know more about Cognitive Biases?

We are currently offering introductory courses and talks to corporations to explore how an understanding of Cognitive Biases can help their organizations. In these courses we will cover: what biases are, common biases that we encounter individually and as parts of groups, the meaning behind those biases, how we can prevent them, and how to help others.

To find out more about potential partnerships, please contact:

Cognitive Biases Series

1. Introduction to the Series

This is an introduction to the Series. In it, I explain all the things that will be covered during the Series and the reasons why I decided to do so.

2. Introduction to Biases

In this video I will be covering some basics about Biases and exploring questions such as: What is the meaning of the word bias? Where does the word come from? What does heuristics mean? 

3. Confirmation Bias

Probably one of the most well known biases, the Confirmation Bias is a bias for which people look for information that confirms their preconceived ideas while discarding information that doesn’t. In this video, I will be talking about some anthropological and psychological explanations for this bias.

4. Confirmation Bias. Part II

In this video, I explain some of the reasons why social media has made the Confirmation Bias much more difficult to avoid, as well as some solutions.

5. The Mandela Effect

Believe it or not, a lot of people think that Nelson Mandela died in the 80s at the hands of some guards. This is a form of collective false memory known as the “Mandela Effect.” In this video, I will try to explain why this phenomenon happens, the influence of our perception in the formation of memories, as well as some possible solutions.

6. The Woozle Effect

What if different people tell you the same story and when asked about where they learned that information, they all mention each other? What if you dig a little bit deeper and they all mentioned the same person as the source? This phenomenon is called The Woozle Effect. In this video, I try to cover some basics about why this happens and offer ideas to mitigate its effects.

7. Ad Hominem and Straw Manning

Ad Hominem is an attack on a person, rather than an attack on that person’s arguments and Straw Manning is an attack on a stereotype of a person rather than a person itself. Both are used as ways to avoid dealing with the reality of an argument and appealing to people’s feelings rather than logic.

8. The Dunning-Kruger Effect

Have you ever met someone overly confident on a subject, despite all evidence of that person’s incapacity to do the things that they are overly confident about? This phenomenon is known as the Dunning-Kruger Effect after the two main psychologists who studied this phenomenon. In this video, I try to cover why this happens and also provide some insights on how to mitigate its effects. 

9. In-Group Bias

Have you ever felt that you were treated unfairly for being part of a group? That is the negative side of the In-Group Bias. This is a phenomenon for which the people who belong to a group tend to favor the members of their own group. In this video, I will try to explain why humans have the need to form groups and to protect the members of that group.

10. Groupthink

Being part of a group has its perks and it is necessary for our well being. A potential problem comes when you adopt the beliefs and thought processes of the group, substituting your own values and beliefs. This is an extreme version of what Groupthink can be. In this video I cover what Groupthink is, some reasons behind it, and some thoughts on how to avoid going to extremes.

11. The Decoy Effect

The Decoy Effect is a form of bias in which a product or service is introduced as a decoy to influence you to make a particular choice. A decoy can also be used to make you choose a particular idea. In this video, I explain why we make choices based on other suggestions and how we can potentially avoid being “tricked.”

12. What Facebook Might Do to Your Brain

This is the first in the series that focuses on Social Media. In this video I will be discussing Facebook in particular, and how our brain interacts with the platform and how the platform might affect our perception. 

13. Survivorship Bias

Have you ever watched an interview of someone successful describing the secret to success? people Many attribute their success to their hard work, intelligence, etc., exclusively and ignore some other factors that might have contributed to their success. This is one example of the Survivorship Bias.

14. What Twitter Might Do to Your Brain

In this second video about the effects of Social Media, I will be covering Twitter. The starting point for this video will be the meaning of language and communication and how our brain is designed to interpret all the different inputs that form our communication (visual cues, tone…).

15. What Twitter Might Do to Your Brain. Part II

In this follow up,  I will be talking about how a reduced amount of characters in tweets influences the way we communicate as well as the way we react to that form of communication, and how that might lead to more polarization.

16. Focus, Availability and Biases

Although it might seem unrelated, focus can be the source of many of our biases. In this video I will be covering how focus contributes to the development of some of these biases and I will be talking about the Availability Bias, or how we tend to condition our responses to what is easily available to our brains.

17. Focus & Anchoring

In this second video about Focus, I will be talking about the effects of anchoring or how a particular piece of information can be set as an anchor and can influence our behavior or the answers give to particular problems, for example what we consider expensive or cheap.

18. A Conversation about Focus, Meditation and Biases with Glen Fraticelli

In this video, I sat down with army veteran, Grandmaster of Kajukenbo, and meditation expert Glen Fraticelli to talk about the importance of Meditation, Mindfulness and Focus. We cover some of his approach to Meditation and how to look for balance.

19. Automatic Bias

In this video, I discuss the effect of automatic thinking on biases, how we tend to focus on certain inputs and disregard others, forming our sense of reality and conditioning our beliefs and out certitude of what happens.

20. False Equivalence Fallacy

In this video I will cover the False Equivalence Fallacy. We tend to compare things that we observe, even things that happen to others, to things that we have experienced. That is how we make sense of the world. The problem arises when we can’t distinguish between two things that are different.

21. Why You Should Not Trust Reviews Blindly

The internet has helped us make decisions quicker. When we see a product or a service, we can see other people’s opinions about those products. That in itself is not a problem. There is, however, some danger in relying on other people’s opinions and their biases, rather than basing your decisions in your own experiences with the product or services.

22. Attentional Bias

In this video, I discuss the importance of attention in biases. How do you know that what you remembered about an event is a true recollection of what really happened? A lot of biases derive from a problem with attention. What do we pay attention to when something is happening? Why do we pay attention to only certain information?