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As the researchers noted, people seem to get “stuck in the middle.”

Adam Alter • Anatomy of a Breakthrough: How to Get Unstuck When It Matters Most

Once we understand loss aversion and that many things can be framed as either gains or losses—and that the loss framework is more motivating—maybe we can reframe choices, such as how much to contribute to retirement savings, in a way that will persuade us to act in ways that are more consistent with our long-term well-being.

Dan Ariely • Dollars and Sense

Desire for gain versus avoidance of loss.

Seth Godin • This Is Marketing: You Can't Be Seen Until You Learn to See

our propensity for self-interest the “invisible hand.”

Simon Sinek • The Infinite Game

los consumidores tienden a amoldarse más a la opinión social. De hecho, las decisiones personales de compra son casi siempre esencialmente sociales.

Philip Kotler • Marketing 4.0 (Versión México): Transforma tu estrategia para atraer al consumidor digital

motivated by competition.

Todd Rose • Dark Horse: Achieving Success Through the Pursuit of Fulfillment

Consequently, identity influences what we buy, where we go, how we show up in the world, and with whom we choose to congregate.

Marcus Collins • For the Culture

Social influence rests on the fact that, when faced with an abundance of choice, we habitually rely on others to know what to buy, read, wear, or listen to. When these others are “regular” people just like us, we tend to trust them more than we would a compensated spokesperson, a model in an ad, an invisible editor, or a distant celebrity.

Ana Andjelic • Social influence

They amplified their agent’s novelty reward some 10- to 100-fold, and observed qualitative as well as quantitative shifts in behavior.