Knowledge - Insights: Podcasts

Loss Aversion teaches us that people like to gain things, but that they like hanging on to what they have even more and feel losses much more profoundly than gains. So, you would think that effective policy to reduce disposable bag usage by charging a surcharge for a grocery bag would tap into these feelings.

Not so fast. New research reveals that Loss Aversion is not the reason for the grocery bag surcharge’s success.

How Small Changes Can Alter Customer Behavior

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