Sublime

Professor Sheena Iyengar from the Columbia Business School is a psycho-economist who specializes in decision making. Her famous “jam study” was done using specialty jams in a grocery store.

In The Paradox of Choice, the psychologist Barry Schwartz argues that infinite choice – whether of mutual funds, breakfast cereals or lovers – is exhausting to the human psyche and leads to greater dissatisfaction. When presented with too many choices, we are not only stunned, like a kid in the proverbial candy shop, but also less satisfied with th

Thus, the ads mostly affected the people who were in a “deciding” mindset when those ads ran.

companies have a strong incentive to exploit behavioral biases, including availability, unrealistic optimism, and anchoring.

Across various studies, when he offered only one option, up to 97 percent of people chose to wait rather than deciding on a purchase.

The best negotiators and leaders are the ones who ask the right questions and therefore get the right information to help them make better deals.

When items and opportunities become scarce, so too does their general desirability, and even people who are otherwise disinterested often find themselves motivated to act. The cause likely regards scarcity acting as an indicator of quality in combination with a strong preference for keeping options open whenever possible — in other words, when supp