What happens in our brain when we make a decision?
Four items are a critical threshold because of parallel individuation.
A single choice primes people to make more choices.
You pull or push equal amounts from discrete categories.
Do something bad? You feel obligated do something good. Do something good? You feel entitled to do something bad.
People evaluate options by comparing them to each other.
People are more likely to choose an option if they look at it longer.
Customers want to indulge, but they feel guilty.
You imagine the outcome of a decision (benefits). Then you imagine the steps (costs). Then you gauge which feeling is stronger.
Bar patrons gave more tips if they could “vote” with their money.