![]() ![]() It is what keeps tattoo removal practitioners in business. What did not matter to me were monthly payments, side-impact crash protection, being able to fit a stroller in the back, and wanting to avoid the appearance of being in a midlife crisis.Įven when we look back and see how much our tastes have changed, the idea that we will change equally in the future seems to confound us. When I was 10, what mattered in a car to me was that it be “cool” and fast. By the time we get home, the salience fades the cashback goes unclaimed. In the moment we buy a consumer good that offers cashback, the offer is claiming our attention it might even have influenced the purchase. Another issue is psychological “salience”, or the things we pay attention to. ![]() We may instinctively realise we will tire of our favourite food if we eat too much of it, but we might underestimate how much more we could like something if only we ate it more often. One problem is that we do not anticipate the effect of experiencing things. ![]()
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