Hobson’s +1 Choice Effect The Hobson’s +1 Choice Effect explains the way that giving people the option to choose between two things actually makes them more likely to choose the option that you want (purchasing your product) than if you only give them the option to only do that or nothing at all. Autonomy bias We prefer situations that we have control over. Pain of Paying The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.
