Economic logic predicts consumer behavior poorly. Lowering a price does not reliably increase demand.

Removing The Economist’s paper-only decoy weakened paper-plus-digital subscriptions. Keeping it…

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A swimming pool can make wearing a bathing suit outdoors feel socially acceptable, even when…

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A dishwasher’s deeper value may be hiding dirty dishes from view, not washing crockery.

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Richard Thaler’s boardroom bet offered a 50% chance of raising profits 50% and a 20% chance of…

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An antiseptic’s sting can reassure people by becoming evidence that the treatment is working.

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American Express’s cost-free “member since” designation generated billions in value by reducing…

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Watt and Boulton sold steam engines to mine owners in horsepower, not engineering specifications:…

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In 1775, Watt and Boulton supplied steam engines upfront and charged for a share of the coal…

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