Why Shoot-out Kicks and Bread Machines Can Be Similar

In the 2008 European Championship quarter finals, the Italian team let Spain go first for the end-of-game shoot-out. That was a big mistake. Where are we going? To the influence of a reference point. Penalty Shoot-Outs When a soccer game has no winner, a penalty…

One Reason We Think a High Price Looks Low

Through a behavioral economics lens, our reaction to a price relates to a frame or reference point that creates an association with a gain or a loss.