24 May 2025

Why do consumers often prefer complete risk elimination over simply reducing risk? Consider this example: one choice lowers risk from 50% to 25%, while another cuts it from 5% to 0%. Surprisingly, most people opt for the latter option, even when it might not be the most logical choice. This tendency can be explained by […]

Have you ever enjoyed receiving a free sample and felt delightedly tempted to buy the full product? Or perhaps you downloaded a free guide and later found yourself subscribing to the company’s newsletter? You weren’t manipulated; you were responding to one of the most powerful behavioural principles in psychology: the principle of reciprocity. Grasping this