Choiceology with Katy Milkman cover image

Fair Is Fair: With Guests John Thorn & Richard Thaler

Choiceology with Katy Milkman

CHAPTER

The Importance of Reference Points in Financial Decision Making

The principle of dual entitlement guides what we perceive as fair and unfair. It can lead us to end long-time relationships with other people or service providers. Being familiar with the principle may help you understand why you get so incensed by certain price increases.

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