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COGLODE
The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. GetCOGLODE TRAINING
A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.COGLODE NUGGETS
We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with thenumbers to
SUNK COST EFFECT
The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participantsCHOICE PARADOX
Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.ENDOWMENT EFFECT
A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’dZEIGARNIK EFFECT
Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.NOBLE EDGE EFFECT
TEMPTATION COUPLING
Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when theyTHE 25 PERCENT RULE
COGLODE
The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. GetCOGLODE TRAINING
A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.COGLODE NUGGETS
We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with thenumbers to
SUNK COST EFFECT
The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participantsCHOICE PARADOX
Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.ENDOWMENT EFFECT
A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’dZEIGARNIK EFFECT
Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.NOBLE EDGE EFFECT
TEMPTATION COUPLING
Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when theyTHE 25 PERCENT RULE
COGLODE RESEARCH
Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal ofConsumer Research.
COGLODE NUGGETS
We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with thenumbers to
COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. PAIRINGS - COGLODE.COM The latest behavioural research distilled, applied and combined to make better strategic decisions COGLODE'S LEGAL BITS Cancellation and Returns. We will replace faulty products (e.g. products that arrive damaged or incomplete) free of charge on return of the faulty or incomplete products (we will fund the return postage). Please contact caroline@coglode.com to arrange the return and exchange, stating the nature of the problem. If you are notsatisfied with your
COGLODE - IF-THEN PLANS If in this scenario, we then plan to do that, we'll more likely reachour goals.
PEAK-END RULE
Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of HedonicPsychology.
AFTERLIFE EFFECT
The paper lists a further four studies that show the impact of the Afterlife Effect on decision-making. In summary, given the urgency to act, there is a strong motivation to find new ways to help people to change their environmental consumer behavior. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended. THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: howprice
COGLODE
The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. GetCOGLODE TRAINING
A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.COGLODE RESEARCH
Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal ofConsumer Research.
COGLODE NUGGETS
We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with thenumbers to
COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. PAIRINGS - COGLODE.COM The latest behavioural research distilled, applied and combined to make better strategic decisionsCOGLODE COOKBOOK
Discover unique Nugget pairings for better, more nuanced problem-solving. Product Development. Offer a mix of constant and changing choices. In our product choices, we humans crave a complex mix of familiarity and newness. We know what we like, but we're also keen to seek out new experiences. COGLODE - IF-THEN PLANS If in this scenario, we then plan to do that, we'll more likely reachour goals.
NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'or observable.
SUNK COST EFFECT
The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participantsCOGLODE
The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. GetCOGLODE TRAINING
A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.COGLODE RESEARCH
Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal ofConsumer Research.
COGLODE NUGGETS
We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with thenumbers to
COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. PAIRINGS - COGLODE.COM The latest behavioural research distilled, applied and combined to make better strategic decisionsCOGLODE COOKBOOK
Discover unique Nugget pairings for better, more nuanced problem-solving. Product Development. Offer a mix of constant and changing choices. In our product choices, we humans crave a complex mix of familiarity and newness. We know what we like, but we're also keen to seek out new experiences. COGLODE - IF-THEN PLANS If in this scenario, we then plan to do that, we'll more likely reachour goals.
NUGGETS IN THE WILD: GHENT, WEE HAVE A PROBLEM... The first experiment used the concept of Salience - that is, surfacing information that could otherwise be hidden, to increase the chances that people will notice the toilets.. Setup. An intervention using green footprints had already been successful in reducing litter in Copenhagen by 46% back in 2012 by making bin locations more 'salient'or observable.
SUNK COST EFFECT
The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participants COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. PAIRINGS - COGLODE.COM The latest behavioural research distilled, applied and combined to make better strategic decisions COGLODE - IF-THEN PLANS If in this scenario, we then plan to do that, we'll more likely reachour goals.
PEAK-END RULE
Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of HedonicPsychology.
CENTRE-STAGE EFFECT
Faced with a set of products, we prefer the one in the middle. New research has found that for products arranged vertically or horizontally, we tend to prefer the one placed in the middle. Rodway, Schepman & Lambert (2012). Preferring the One in the Middle: Further Evidence for the Centre‐stage Effect. In a study on this phenomenon REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.ZEIGARNIK EFFECT
Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.ENDOWMENT EFFECT
A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’dTHE 25 PERCENT RULE
The 25 Percent Rule Social norms can be changed by only a quarter of the group. Whether it's 10 or 10,000 people, changing the behavior, beliefs or norms of an entire group is hard, but new research suggests that in order to do so, we actually only need to convince 25% toTRANSPARENCY EFFECT
Being transparent about your nudges needn’t kill their effect. This research shows that it’s possible for Decision-Makers to work around the tension between manipulation and effectiveness by being honest about why they’re nudging people. "Transparent nudges offer up a powerful opportunity to align and work towards shared goals".COGLODE
The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. GetCOGLODE TRAINING
A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.COGLODE NUGGETS
We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with thenumbers to
COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models.ZEIGARNIK EFFECT
Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.TEMPTATION COUPLING
Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when theyENDOWMENT EFFECT
A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’dCHOICE PARADOX
Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.SUNK COST EFFECT
The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participantsTHE 25 PERCENT RULE
COGLODE
The latest behavioural insights distilled, applied and combined. Discover insights. 2. Get physical toolkit. Nuggets. Physical toolkit of behavioural insights for running workshops. GetCOGLODE TRAINING
A behavioural toolkit for world-class teams. Leading product design teams, like those at Spotify use Coglode’s behavioural toolkit to help create award-winning products that users love. Our Training package contains everything your team need to weave behavioural thinking throughout your own processes and create better products too.COGLODE NUGGETS
We expose three related Nuggets, making it easy to navigate behavioural research and boost your idea. Collection Bias. We have an emotional need to amass sets of related objects. Evidence-Based. Data helps strengthen the case for your idea, so we provide you with thenumbers to
COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models.ZEIGARNIK EFFECT
Zeigarnik Effect Uncompleted tasks stick in your mind more than completed ones. Whether it's a waiter recalling a long order, a meaningful consumer transaction or a cliffhanger on Netflix, tasks heavily occupy our minds until complete.TEMPTATION COUPLING
Temptation Coupling We’re more likely to do the hard stuff when tightly coupled with something tempting. In a fascinating study on improving gym attendance, researchers have found that people who were allowed to access tempting audiobooks of their choice ONLY when theyENDOWMENT EFFECT
A classic experiment was done by Kahneman, Knetsch & Thaler (1990) on the Endowment Effect. People were each given a coffee mug and then given the choice to sell or swap it for an equally-priced alternative which, in this case, was a pen. Fascinatingly, they found that people wanted to be paid twice the money for their coffee mug as they’dCHOICE PARADOX
Too much choice will lead to indecision and lower sales. In a study of jam, consumers were more likely to buy when offered 6 jams (40%) instead of 24 jams (3%). Consumers also reported greater buying satisfaction. Iyengar, S; Lepper, M (2000) When Choice is Demotivating Journal of Personality and Social Psychology, 2000, Vol. 79.SUNK COST EFFECT
The Sunk Cost effect is a great example of our past efforts influencing our current decisions. It’s been demonstrated in a number of classic behavioural economics experiments over the years. In one of these, conducted by Arkes and Blumer back in 1985, participantsTHE 25 PERCENT RULE
COGLODE RESEARCH
Nudges can still work on us, even when told we’re being nudged. Concerns about effectiveness vs manipulation can be overcome with this new research. Isaac & Brough (2014) Judging a Part by the Size of Its Whole: The Category Size Bias in Probability Judgments. Journal ofConsumer Research.
COGLODE NUGGETS IN THE WILD Your introduction to Nuggets In The Wild. A new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world. Adventure. Business Models. COGLODE'S LEGAL BITS Cancellation and Returns. We will replace faulty products (e.g. products that arrive damaged or incomplete) free of charge on return of the faulty or incomplete products (we will fund the return postage). Please contact caroline@coglode.com to arrange the return and exchange, stating the nature of the problem. If you are notsatisfied with your
PEAK-END RULE
Experiences are mostly judged by their end or peaks. We judge an experience by its most intense point and its end, as opposed to the total sum or average of every moment of the experience. So tap into empathy, end on a high and make people feel great about using your service. Kahneman, D. (1999) Well-Being: The Foundations of HedonicPsychology.
NOBLE EDGE EFFECT
Noble Edge Effect Products of caring companies are seen as superior. New research just released shows that corporate social goodwill can elevate a company’s profits by improving consumers’ perceptions of its products, but only when it's seen as genuine. REACTANCE - WHY CONTROLLING PEOPLES' SENSE OF FREEDOM CAN Reactance Why controlling peoples' sense of freedom can trigger an angry motivation to regain it. Nudging is a powerful way to change behavior. But when you push people too hard, you may end up making them do the very opposite of what you intended.AFTERLIFE EFFECT
The paper lists a further four studies that show the impact of the Afterlife Effect on decision-making. In summary, given the urgency to act, there is a strong motivation to find new ways to help people to change their environmental consumer behavior.CHOICE CLOSURE
Choice Closure We're more satisfied with choices when we engage in physical acts of closure. Research shows that when making a choice from a large range, performing physical acts of closure (shutting a menu after choosing, for example) that imply a final decision can increase satisfaction with that product. THE RISK OF BUNDLING Selling experiences in a bundle reduces their individual use. Selling services such as theatre or museum tickets in a bundle reduces the likelihood that consumers will use them all up. Promoting their individuality is one of the techniques you can use to combat the Sunk Cost Effect. Soman & Gourville (2001) Transaction decoupling: howprice
HEDONIC ADAPTATION
Hedonic adaptation is the tendency of us mere humans to quickly return to a relatively stable level of happiness despite major recent positive or negative events or life changes. According to this theory, as we make more money (or eat more choccy), our expectations and desires rise in tandem.COGLODE
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