That question sits at the centre of my research. This is where I explore it — through behavioural economics, consumer psychology, and fifteen years of UX practice.
Geoffrey Miller's evolutionary lens on modern shopping reveals how ancient biological signals quietly guide our purchasing decisions — from luxury brands to status symbols.
Five major trends driving consumer skepticism — from misinformation to ethical consumption demands.
How scarcity bias operates unconsciously and its ethical implications for modern marketing.
I'm Dr. Adam Spadaro — a cognitive psychologist and UX researcher obsessed with one question: why do people do what they do?
After more than 15 years bridging human behaviour and product strategy, I've learned that the most powerful influences on our decisions are the ones we never notice. The default setting. The colour of a button. The way scarcity is framed. These invisible design nudges shape billions of consumer choices every day.
As Principal UX Researcher at HubSpot — leading research across Growth and AI divisions — and through prior roles at Shopify and Super.com, I've had a front-row seat to how behavioural science translates into real product outcomes. My work is about turning research into strategy: helping teams build the right thing, not just build things right.
This publication is where I think out loud. Expect deep-dives into consumer psychology, honest critiques of dark patterns, behavioural economics applied to real decisions, and a weekly trend series — Undercurrents — on what's quietly reshaping culture and commerce.
My work has been featured on CBC's The National, The Huffington Post, and in peer-reviewed scientific journals.
Every piece is grounded in peer-reviewed science and real-world application.
Cognitive psychology meets product strategy, UX, and consumer culture.
Exploring not just how influence works, but whether it should.
The books that shaped how I think about consumer behaviour, cognition, and design.
The definitive guide to the two systems driving our decisions — and why we're far less rational than we think.
How small design choices in our environment can steer behaviour toward better outcomes — without removing freedom of choice.
A compelling exploration of the adaptive unconscious — the vast mental processes that operate below our awareness and shape our lives.
An evolutionary psychologist's take on consumerism — how ancient instincts for signalling fitness drive modern purchasing behaviour.