We experience the pain associated with a loss much more vividly than we do the joy of experiencing a gain. Sensing a loss as a result of the high price, the shoppers can’t help but put the carton back on the shelf. And it’s not only egg buyers who are affected by the pain of a loss. A group of researchers replicated Putler’s study among orange juic

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“People buy certain goods, make pilgrimages to Marfa’s desert Prada store, and arrange their lives in certain ways to feel close to something,” writes Kieran McLean. The “something” is ephemeral—it’s the being perceived as feeling close to something, not the actual being, that’s the key.