When we are bereft of something, that thing becomes more valuable to us.
You are willing to pay higher for a bottle of water when you are thirsty.
You are willing to pay higher when you experience a baneful illness.
You are willing to pay higher when you are craving for social status increase.
An item raises in perceived value when it can obviate your raging desire.
Volunteering feels good. A lawyer earning $500 per hour can use the money to hire 2...
We are apprehensive about an airplane crash more than food poisoning, even though the probability of...
How we praise our kids makes a difference to their psyche. "Look at the full marks...
Anxiety can trigger ad infinitum ruminating that makes our brain scan for potential problems. As you...