Articles (page 24)
- Mental Accounting and the Easy Money
Two bodies of evidence on mental accounting are moving in opposite directions, and the gap between them is wide enough to change what the idea is worth. We lay both out at full strength and decline…
- Native Advertising and the Inversion
James Williams raises native advertising in order to set it aside, and we think the part he sets aside is the part worth keeping. Nine readers in ten never see the label, and the one field…
- What You Actually Pay for Free Apps
Ask people what a free service is worth and the answer depends on which direction you ask from, whether they have recently gone without it, and which part of the bargain you point at. One side of…
- Does Brand Purpose Move Buyers
Start with Why tells a firm to lead with the belief, and the research finds that announcing the intention is what makes buyers suspect the product was compromised to pay for it. The same benefit…
- What Anticipation Actually Adds
Looking forward to something is a real pleasure with a measurable size, and the size is smaller and far more lopsided than the saying suggests. The wait rarely beats the buy, but it does change what…
- The Bias Against Creativity at Work
A 2018 gift book prints fifty-six creative habits as instructions and never mentions anybody judging the work. The evaluation research fills that gap, and the shape it finds is an arch rather than…
- What Dopamine Marketing Gets Wrong
The complaint about dopamine marketing is that it stretches a real finding, and the indexed literature suggests something stranger. The vocabulary has nothing behind it in either direction, and the…
- Why Drip Pricing Still Works
A ticket site ran all-in prices and fees-at-checkout side by side on its own traffic for ten days, and the concealed version earned about a fifth more. Experience barely protected the buyers, and…
- What Cognitive Load Costs at Checkout
The number everyone quotes for removing a form field has no study behind it, and one practitioner who removed fields watched conversion fall. The friction research that does hold up is about cookie…