Breaking a long sequence into visible chunks and adding a midpoint makes completion more likely.

In England, calling unemployment “a year off” turns embarrassment into upper-middle-class status.

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Countdowns at red lights reduce accidents, while countdowns at green lights increase accidents as…

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Branded analgesics produce greater measured pain reduction than unbranded analgesics, not merely…

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A freshly washed car feels like it drives better, even though washing has not changed its…

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An efficient express lane can be hated when customers believe the company created delays to charge…

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A restaurant can create more value by fixing its smell and cleanliness than by improving already…

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A longer wait with a visible countdown can feel better than a shorter wait with no information.

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Change the comparison standard and perceived value changes, even when the underlying performance…

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