Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions

announcement was made, she was no longer willing to trade. Endowment effect!” “These negotiations are going nowhere because both sides find it difficult to make concessions, even when they can get something in return. Losses loom larger than gains.” “When they raised their prices, demand dried up.” “He just hates the idea of selling his house for l

people at all times and places tend to respond to incentives. Not always as mechanically as economists imagine, but they do respond. Costs and rewards matter. Changes in external conditions that raise the rewards or lower the costs of certain behavior will lead to more of that behavior, other things being-equal.