• Everything’s relative. We assess things by comparison. Use a decoy, something that’s very similar to another thing but notably worse, to make people choose the second option.
• Anchors. We do anchor ourselves to initial prices, and make decisions based on our previous decisions. To set a new anchor on a product, make it feel diferent.
• In order to make a man covet a thing, it’s only necessary to make the thing difficult to attain.
• FREE! is a powerful word. Offer things for free to make people choose them.
• Post the prices in a shop or bar to be visible before or after people get close to the ordering place in order to self-select them or not.
• There are two different worlds: one under market norms and another under social norms. Don’t mix them.
• We do procrastinate. Try to set deadlines for yourself and push other people to commit to their own deadlines.
• You valorate more things when you own them. Try to think about them as a nonowner.
• You can’t keep all doors (options) in your life open. Make decisions and close the ones you like the least or you can’t keep up with.
• When we belive beforehand thatt something will be good, it generally will be good. Raise the expectations of the people to make them ejoy something more.

Michael Ende got it right.

Photo courtesy of suchitra prints at flickr. CC by.