Vets, pets and networks: What economics can teach us about our choices

JS Mill, evidently a glass-half-full kind of fellow
Often seen on bookshelves, rarely read cover-to-cover
JTBD: Satisfaction mapped against importance
A small, certain win is more appealing than a large, uncertain win (example)
A high probability event has been linked in the customer’s mind to a small probability, high loss outcome
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