The IKEA Effect: Why We Overvalue What We Build Ourselves
Norton, Mochon, and Ariely asked subjects to assemble IKEA boxes, then bid on them in an auction alongside identical expert-assembled boxes.
December 2024
The Decoy Effect: How a Third Option Changes Which of Two You Choose
The Economist offered three subscription options: digital-only for $59, print-only for $125, and print-plus-digital for $125.
January 2024
The Scarcity Principle: Why We Want What We Can't Have
The Scarcity Principle explains why limited availability makes things more desirable — and why this effect is so reliably exploited in marketing,...