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.
As children grow and begin to enter the world of adulthood, they begin to assert their...
We are inclined to over-esteem the quality of an idea that we contrive—even when it is...
The notion that producing every result perfectly is necessary to be successful is gaining credence. People...
Most of us believe that the risk of terrorist attacks is larger than, say, motor accidents,...