If youre transparent about the efforts that youve undertaken to create

While Kayak.co.uk searches the Web for your flight from London to Lanzarote, the site gives you a real-time update of the work it’s performing (now searching Iberia … now searching Aer Lingus … ). Research shows that waiting can increase satisfaction if customers get the impression that work is being done on their behalf during the delay. This “labor illusion” is so powerful that it leads customers to prefer services that make them wait to services that provide the same quality immediately.

Behavioural principles

Behavioural ideas at play in this post

Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.

Present bias

Immediate costs and rewards loom larger than future ones.

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Curse of knowledge

Once we know something, it becomes hard to imagine what it feels like not to know it.

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Price-quality heuristic

When quality is hard to judge, price becomes a shortcut.

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If youre transparent about the efforts that youve undertaken to create

Behavioural ideas at play in this post

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