Title: 
Headings: 
What Really Affects Behavior?
What behavioral economics says is that emotion, context and situational factors influence our choices.
Informational guideposts
KISS or keep it simple, stupid
Information decoys
Gains and losses
Anchoring
Correspondence bias
Availability bias
Sensation transference
Social influences
Conclusion

Content: Both hotels and airlines are not getting the perceived loss lesson. Charging for an Internet connection or an hour at the gym in addition to a room rate is a communication blunder and will generate negative sentiment. Or think about charging to check in bags, which they may even lose. People talk about hotels nickel and dime-ing them and airlines, well so many not nice things are said about airlines these days... There is one airline that is capitalizing on this very point to promote perception of gain - and that is SouthWest. What do they say? Bags fly free! ________________________________________________________________________________________________________________
The cost of zero
The conversation on free merits some additional thoughts. When something is free, people forget the downside, there isn't one! We talked about attention and context in bringing together the many voices that commented on Chris Anderson's Free. Your marketing material might be free, but it doesn't mean that it will be read and acted upon.