Is Amazon Prime a Method of Guilt Aversion?
Last week I talked about ambiguity aversion; how we prefer known risks to unknown risks. Although guilt aversion does not revolve as much around probability, it does play a large role in gift giving and shopping. To put this idea into context, behavioral economist Dan Ariely describes a scenario in which you encounter a coat at a store that you would like to buy, but realize it’s twice as expensive as you originally guessed and decide you cannot justify buying it. You get home to see that your significant other has bought you the exact same coat out of your Continue reading Is Amazon Prime a Method of Guilt Aversion?