About the Project
Discounts are not simply price reductions. They are powerful psychological tools exploiting our basic instincts: fear of loss, desire for advantage, social proof, and urgency.
Prospect Theory (Kahneman & Tversky, 1979) explains why losing $100 feels roughly twice as painful as gaining the same amount feels pleasant. Marketers have used this principle for decades: a crossed-out price creates the illusion of loss, countdown timers trigger FOMO, and “only 3 left” activates social proof.
Modern studies (2022–2025 in Journal of Marketing, Consumer Psychology, and Neuroeconomics) show that during sales events the activity of the prefrontal cortex (rational decision-making) decreases while the limbic system (emotion and reward) becomes more active. As a result, people make purchasing decisions in seconds rather than minutes.
We will not teach participants to “never shop during sales” or “save 50% of their budget.” Instead, we explain how the brain falls into these traps, why regret purchases happen, and what gentle and realistic techniques help exit the automatic buying mode without feeling deprived of joy.
This project is strictly educational and does not promote products, services, or commercial solutions.
This project does not promote any stores, discount platforms, shopping apps, financial tools, or commercial applications.
The webinar is provided for educational purposes only. The invited expert participates as a guest contributor.