TL;DR: Our brains tend to shut down and blindly follow expert advice, even when the advice is bad. A 2009 study published in the journal PLoS ONE provides interesting insights into how our brains react to so-called "expert" financial advice. The research, conducted by a team of

TL;DR: Higher-priced products are more effective than lower-priced (but otherwise identical) products. They don't just seem more effective; they actually are more effective. Have you ever wondered why brand-name Ibuprofen seems to work better than generic, even though each contain the same ingredients? Recent research suggests that

TL;DR: People choose well-known brands in high-stakes decision-making as a risk reduction heuristic, even when the brand is inferior in quality, features, and/or services. How do buyers make decisions in complex B2B sales, where large sums of money and critical business outcomes are at stake? A recent study