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The neuroscientist Samuel McClure and his colleagues examined what parts of the brain are involved in choosing immediate versus delayed rewards. They found that when participants chose immediate rewards, emotion- and reward-processing parts of the brain lit up. When participants delayed their reward, the prefrontal cortex—the part of the brain involved in planning and abstract thinking—became active.
Dopamine Nation
Anna Lembke
By age 25, students who happened to have had more experienced kindergarten teachers were earning significantly more money than their peers.
Hidden Potential
Adam Grant
If you can turn your product into a badge that people wear to make a statement about who they are, which groups they belong to, and which they don’t, then that’s valuable. Amateur DIYers don’t need to spend $400 on a DeWALT drill, but they like feeling part of the ‘professional’ tribe.
Don't Just Roll the Dice - A Usefully Short Guide to Software Pricing
Neil Davidson
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