It’s the way that you say that you do it
When essentially the same item is sold at different prices, framing matters — a lot — to how it is perceived.
7 min readSep 29, 2023
There is a classic behavioural economics finding from 1983 research by Nobel laureate Richard Thaler involving beer (I wrote about it here). Briefly, it features two parched people on a beach, and explores what…