PERSUASION: How to Change People’s Minds
The Next Big Idea
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E Is for Endowment, Right?
Endowment is about our attachment to what we've been doing. We tend to do the same stuff again and again, we become emotionally attached to it. On the other side, we're also scared of new things, in part, because new things always involve uncertainty. The longer you live in a home, for example, the more value you think it has even above market price.
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