Every moment is a choice between closing and opening. Choose to open.
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The difficulty thus lies in delaying gratification.
The connection between guilt and pleasure could be powerful for marketers. Appealing to a negative attribute that is connected to pleasure can be more effective at persuading people than directly talking about positive attributes.
We may think our choices are rational, but...
Because we often experience better outcomes following choice, the association between choice and reward has become so strong in our minds that choice itself has become rewarding.
However, sometimes the decision is so complex and taxing that we prefer not to make a decision....
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