#behavioral-strategies

#behavioral-strategies

Personality traits are simply labels that summarize typical patterns of thinking, feeling, and behaving. For example, some people tend to interpret situations pessimistically, while others naturally expect things to work out. Some react quickly with irritation when they're inconvenienced, whereas others are more inclined to assume good intentions. Some people plan ahead meticulously, while others rely on last-minute bursts of effort.

Paying is painful. This is not just a figure of speech. A brain-scanning study by Brian Knutson and colleagues found that seeing high prices activates the insula, a brain region usually associated with pain processing. Further, insula activation discourages spending. This was one of several studies showing that parting with money causes psychological discomfort. Even more important, the more explicit the act of paying, the larger the discomfort and the less likely you are to complete the purchase.