most people don’t know what they want unless they see it in context (3)

1. most people will take middle choice (4)

2. per vendere qualcosa offrire nel catalogo qualcosa di più caro/meno bello/simile ma con qualche difetto (15). The same for dating.

3. for the problem of relativity we can control our circles (19)

4. the more we have, the more we want. and the only cure is to break the cycle of **relativity **(21)

5. the power of free!

6. people are willing to work harder with social norms rather than with market norms –> never mention money in social contexts! (83)

7. gifts are important!

8. do not mix market and social norms!

9. use free trial promotions to generate ownership feelings (170)

10. keeping all the options open is irrational

11. uno dei maggiori mali è la non concentrazione

12. for mission social/enviromental commitment (268)

13. people once they begin thinking about honesty (whether by recalling the ten commandments or by signing a simple statement) they stop cheating completely (289)