Jonah Berger

of mind leads to tip of tongue.

A simple way to figure out which discount frame seems larger is by using something called the Rule of 100.
If the product’s price is less than $100, the Rule of 100 says that percentage discounts will seem larger. For a $30 T-shirt or a $15 entrée, even a $3 discount is still a relatively small number. But percentagewise (10 percent or 20 percent), that same discount looks much bigger.
If the product’s price is more than $100, the opposite is true. Numerical discounts will seem larger. Take a $750 vacation package or the $2,000 laptop. While a 10 percent discount may seem like a relatively small number, it immediately seems much bigger when translated into dollars ($75 or $200).

How can
faster change happen with less energy?

about being a catalyst—changing minds by removing roadblocks and lowering the barriers that keep people from taking action.

But along the way, we tend to forget about the person whose mind we’re trying to change. And what’s stopping them.

Because rather than asking what might convince someone to change, catalysts start with a more basic question: Why hasn’t that person changed already? What is blocking them?

catalysts encourage people to persuade themselves.

You’ll learn about the science of reactance, how warnings become recommendations, and the power of tactical empathy.

To ease endowment, or people’s attachment to the status quo, catalysts highlight how inaction isn’t as costless as it seems.

uncertainty makes people hit the pause button, halting action. To overcome this barrier, catalysts make things easier to try.