Exodus 23:8–“And thou shalt take no gift; for a gift blindeth them that have sight and perverteth the words of the righteous. - Robert B. Cialdini

When our freedom to have something is limited, the item becomes less available, and we experience an increased desire for it. However, we rarely recognize that psychological reactance has caused us to want the item more; all we know is that we want it. Still, we need to make sense of our desire for the item, so we begin to assign it positive qualities to justify the desire.

They behave in accordance with what the contrast principle would suggest: Sell the suit first, because when it comes time to look at sweaters, even expensive ones, their prices will not seem as high in comparison.

civilization advances by extending the number of operations we can perform without thinking about them.