The Why #11: Why aren’t we shopped out by Boxing Day?

Question submitted by Lauren, Prahran

Licensing Effect

It seems to me, that ‘the actual’ has a lot to do with the Licensing Effect, a cognitive bias that refers to our core desire to maintain balance between our indulgent and virtuous selves. Psychologically, we work on an internalised bargaining system as our mind tries to constantly offset our positive acts against our negative ones to create equilibrium. Essentially, it’s the ‘because I did X, I deserve Y’ mentality.

Behaviourally Yours,
Dan Monheit



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