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.
Back at primordial age, our ancestors would rather run from the possible sound of predators than...
When a certain new gadget hits the market, we have a strong urge to be the...
In many corporate cultures, managers openly expect employees to go the extra mile. It is widely...
Human craves the sense of belonging. We formed tribes to communicate “we are of the same...