1. You will like something more if you have to work for it
This is called The Ikea Effect. It speaks to everyone who loves their desk because they spent a night crying tears of frustration into a glass of wine while they tried to follow the assembly pictures. Even if the result is low quality, you will value it more than something you didn’t labor on. This cognitive bias also explains why your friend who makes jewelry thinks her earrings are worth $25 when you could buy a similar pair at Forever 21 for $2.80.
2. We only remember peaks and ends
You know the saying “all’s well that ends well?” That’s how we perceive events. If something had a great climax and a great ending, we don’t care how crappy the rest of it is, we’ll remember it positively. This is the peak-end rule. Consider couples who…
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