Effort heuristic: people value products and services higher if they perceive high effort invested in them, even when the effort is unrelated to quality—a 12-second loading screen showing search progress increases satisfaction compared to instant results or blank wait time.
factualpending
Speaker
Dan ArielyEvidence Quote
“those 12 seconds are filled with researching United with searching American things are moving on your screen up and down what happens now it turns out that people are happier than if they didn't wait at all”
Source
The Many Ways Our Irrational Minds Sabotage Our Wealth | Dan Ariely, Behavioral Economist— WealthionCreated: 8/12/2026, 6:45:07 PM
My Notes
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