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.
We are inclined to over-esteem the quality of an idea that we contrive—even when it is...
Seeing our close ones leaving us for others is heart breaking. Our spouse left us for...
If a person wears a t-shirt emblazoned with your favorite football club, you feel relatedness with...
Social norm is a powerful catalyst to change people. It can be used to manipulate our...