Chapter 6Summary
In chapter 6, Hallinan discusses framing. Framing is how we look at things. He uses, noticeably the example of a certain wine depending on the music being played. Hallinan also writes about multiple-unit pricing and the impact it has on shoppers. In seeing the tag, “4 for $2,” the number, 4, acts as an anchor that makes the shopper more likely to buy four of the item rather than just one or two.
Chapter 7
Summary
In chapter 7 Hallinan begins by showing us some examples of how we skim material and how this ability to skim comes with a trade-off: details are overlooked.
Hallinan also discusses the importance of the context we are in when recognizing and remembering information.
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