CONTEXT THAT INFLUENCES CHOICE CAN ALSO BE CREATED BY language. Imagine two gas stations at opposite corners of a busy intersection. One offers a discount for cash transactions and has a big sign that says: DISCOUNT FOR PAYING CASH! CASH—$1.45 per GALLON CREDIT—$1.55 per GALLON The other, imposing a surcharge for credit, has a small sign, just above the pumps, that says: Cash—$1.45 per Gallon Credit—$1.55 per Gallon The sign is small, and doesn’t call attention to itself, because people don’t like surcharges. Beyond the difference in presentation, though, there is no difference in the
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