Is the latest iPhone a good value? Should you accept that promotion you’ve been offered? Should you pay to have someone come and fix your leaky toilet or fix it yourself? Although we might delude ...

In part 1 of this series, we discussed how to use emotion in direct mail to drive results. In part 2 we discussed using loss aversion to drive sales. In part 3 we discussed how to use scarcity and ...

Imagine that you bet a friend $50 that the Kansas City Chiefs would win Super Bowl LV in February of 2021. In a triumph of experience over youth, Tom Brady and the Tampa Bay Buccaneers beat Patrick ...

Almost two-thirds, 63%, of Americans are deferring financial decisions about vacations, car and home purchases and remodeling projects until after the November election, according to a recent survey.