Dan Ariely, autor skvělých knížek Jak drahé je zdarma[1] nebo Peníze a zdravý selský rozum[2], upozorňuje i na další zkreslení hodnoty. Jednomu z nich příhodně říká IKEA efekt. Jedná se o tendenci lidí, kteří přisuzují vyšší hodnotu věcem, na nichž se sami nějakým způsobem angažovali (například si vlastnoručně smontovali nábytek z IKEA). V takovou chvíli zde podle Arielyho …
Všimli jste si, že když si v multiplexu objednáte před promítáním filmu popcorn a střední pití, hned vám prodavač nabídne větší variantu, že je jenom o maličko korun dražší? V případě naší ukázky ze pražského Cinestaru to je jen jen o dvacet korun, což při ceně kolem dvou stovek není až tak moc. A všimli …
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