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#592 - Richard Shotton - 8 Fascinating Psychological Biases
Modern Wisdom
Is It All Fucking Performative?
There is a study from about 10 years ago, on travel comparison sites, which shows if you purposely slow down the site and you've got to make sure people, the effort they're going to is visible, then that product. I use Sky Scanner a lot. They deploy exactly the same thing. So getting your consumer to go to a bit of effort, boost quality perceptions, that's the idea of it. You've got made your customer go to a little bit of effort. But this is essentially like the wine cork, you know, someone has to spend physical effort getting into the bottle and makes them feel like this is a high premium item.
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