Ever heard of anchoring bias, prospect theory, focusing illusion, peak-end rule, planning fallacy, availability heuristic? All those biases were pioneered by Daniel Khaneman, a giant in the fields of psychology and behavioral economics.
Also, fun story about anchoring that happened at lunch. We ordered deserts. 2 of us ordered black sesame mochis first, the 3rd one ordered a green tea ice. Guess what flavor the ice cream that arrived was? Yup, black sesame. The waiter focused on the first information order, and totally forgot the last one wasn't black sesame.
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