Why do we pay more than we planned?

It starts before you’ve even decided to buy, with the first number you see.

The first number sets the scale. Now watch what a seller does by adding a third option nobody wants.

Comparisons nudge us. Fear moves us faster, because a loss feels twice as heavy as a gain.

When we’re unsure and afraid of missing out, we do the obvious thing: we look at what everyone else is doing.

You’ve seen how sellers move you. Now see how they work out what each person is willing to pay.

One last force, and the friendliest: the small gift that makes you feel you owe something back.