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.
Most of us believe that the risk of terrorist attacks is larger than, say, motor accidents,...
You are halfway through your project completion, but you now know that it will no longer...
Our mind searches for reasons for every decision we make and things that happen to us....
We find it hard to seek confronting opinion of a matter we want to believe to...