People Are Irrational - And Predictably So.

The Retail Industry Has Its Own Headache: It Loses $16 Billion A Year To Customers Who Buy Clothes, Wear Them With The Tags Tucked In, And Return These Secondhand Clothes For A Full Refund.

If You Get People To Feel That They Are Putting Something, That They Are Creating It And So On, Their Love For The Project Would Increase. The More Something Is Yours, The More You're Willing To Invest In It.

Brands Communicate In Two Directions: They Help Us Tell Other People Something About Ourselves, But They Also Help Us Form Ideas About Who We Are.

For All Of Us, It's Very Hard To Think About Money, And Because Of That, We Need Help. In The Same Way That For All Of Us, It Is Hard To Eat Well, And We Need Some Help. The Poor Have A Particular Challenge, Which Is That Their Life Is Actually Much More Complex - And They're Much More Complex Cognitively.

It Is Very Difficult To Make Really Big, Important, Life-changing Decisions Because We Are All Susceptible To A Formidable Array Of Decision Biases. There Are More Of Them Than We Realize, And They Come To Visit Us More Often Than We Like To Admit.