The People Who Need To

The Bad News Is That Ignoring The Performance Of People Is Almost As Bad As Shredding Their Effort In Front Of Their Eyes. Ignoring Gets You A Whole Way Out There. The Good News Is That By Simply Looking At Something That Somebody Has Done, Scanning It And Saying "uh Huh," That Seems To Be Quite Sufficient To Dramatically Improve People's Motivations.

It Was Shocking To Realize How Many Low-income Americans Don't Have Savings Accounts.

Marketing Is All About Providing Information That Will Heighten Someone's Anticipated And Real Pleasure.

Dishonesty Is All About The Small Acts We Can Take And Then Think, 'no, This Not Real Cheating.' So If You Think That The Main Mechanism Is Rationalization, Then What You Come Up With, And That's What We Find, Is That We're Basically Trying To Balance Feeling Good About Ourselves.

Brands Communicate In Two Directions: They Help Us Tell Other People Something About Ourselves, But They Also Help Us Form Ideas About Who We Are.