Is the latest iPhone a good value? Should you accept that promotion you’ve been offered? Should you pay to have someone come and fix your leaky toilet or fix it yourself? Although we might delude ...

In part 1 of this series, we discussed how to use emotion in direct mail to drive results. In part 2 we discussed using loss aversion to drive sales. In part 3 we discussed how to use scarcity and ...

Stream NBC 5 for free, 24/7, wherever you are. Decision-making around the November election isn't limited to who voters plan to choose at the ballot box. Americans' feelings about which candidate may ...

One of the most essential jobs of leadership is making decisions both big and small. We’ve found, however, that how you make decisions has just as much impact on the ultimate consequences as the ...