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#609 - Uri Gneezy - How To Understand Psychological Incentives
Modern Wisdom
The Importance of Mental Accounting
Edmunds is an online car shop that gives information about cars. When you want to buy, when you're ready to buy, they have ads from local dealerships. If you click on the link over there and you end up buying the car, then the dealerships are going to pay them more for advertising. $500 in itself didn't, it worked, but not as good as you would imagine. What we thought is something that is called mental accounting.
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