The Power of Comparison: How It Affects Decision Making
Roydon Misseldine
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People evaluate choices in relative rather than in absolute terms. To illustrate the power of context in people's assessment of value, consider this question: Would you drive ten minutes out of your way to save $10 on a $25 blanket? Now consider this question: Would you drive ten minutes out of your way to save $10 on a $125 jacket?

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