Der bekannte US-Verhaltensforscher präsentiert in dieser unterhaltsamen Sammlung 90 Anfragen aus seiner eigenen Leserbrief-Kolumne im Wall Street Journal mit den entsprechenden scharfsinnigen Antworten

Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...

When entering task performance contexts we generally have expectations about both the task and how well we will perform on it. When those expectations go unmet, we experience psychological discomfort (cognitive dissonance), which we are then motivated to resolve. Prior research on expectancy...