Why Random Rewards Feel So Much Better Than Earned Ones with Richard Shotton (opens in new tab)

Earning your 10th cup of coffee for free isn’t nearly as satisfying as being randomly awarded a free coffee from your barista. These uncertain rewards are a genius way of enforcing new habits, which our guest Richard Shotton outlines in his fantastic new book. In fact, Richard’s book “The Illusion of Choice: 16 ½ psychological biases that influence what we buy" is a treasure trove of research and anecdotes which bridge the gap between the very technical world of academia and the “wild” applic...