Patrick Fagan is an applied behavioural scientist, lecturer, and author with over a decade of experience studying how psychology influences human behaviour. He has published academic research on topics such as Facebook psychology, dark nudges, facial expressions, and pricing psychology, and he has taught consumer psychology at universities including Goldsmiths, UCL, and the University of the Arts London. Formerly Lead Psychologist at Cambridge Analytica, Patrick has since co-founded behavioural science consultancies and advised global brands and campaigns on persuasion and decision-making. He is the author of Hooked: Why Cute Sells… and Other Marketing Magic We Can’t Resist and co-author of the Sunday Times bestseller Free Your Mind: The New World of Manipulation and How to Resist It.