Our decisions are often altered by two subtle short-term emotions: (1) mere exposure: we like what’s familiar to us; and (2) loss aversion: losses are more painful than gains are pleasant. • How many of our organizational truths are ideas that we like merely because they’ve been repeated a lot? • Students given a mug won’t sell it for less than $7.12, even though five minutes earlier they wouldn’t have paid more than $2.87!
