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There are many examples to show that people will work more for a cause than for cash.

…if you tell people up front that something might be distasteful, the odds are good that they will end up agreeing with you – not because their experience tells them so but because of their expectations.

…when given the opportunity, many honest people will cheat.

…people cheat when they have a chance to do so, but they don’t cheat as much as they could.

…people are sometimes willing to sacrifice the pleasure they get from a particular consumption experience in order to project a certain image to others.

When quality can be quickly assessed, people are less hesitant to try something new, which means that newcomers can enjoy lower barrier to entry.

…under certain conditions people can be overwhelmed by too many disorganized options, [but] in most real-world buying situations, options are already well sorted.

It’s hard to position things in people’s minds when they have access to all the information they need.

…market research tries to predict people’s preferences, but increasingly, decisions are influenced by the opinions of other consumers and experts.

There’s always someone who stands to gain from distorting the truth – and there are angry or unreasonable people who will lie for a few bucks or for a variety of other reasons.