This blog post was written by Malte Vollmerhausen and Marc Stauffer.
Imagine you are going to a supermarket. You spot a pyramid of Campbell’s tomato soup cans. They are off by 10%. You take a bunch of cans and buy them. As a study shows, you statistically would have bought around 3 cans. Let’s sit into our Dolorian, go back 30 minutes and enter the supermarket again. You’re again seeing the pile of Campell’s (with the 10% discount), but now there is one little addition: a sign saying “Max. 12 cans per person”. As the study states, this time you would bring 7 cans to the cash-point. You made a completely irrational decision, because the sign should in no way have an effect on your decision making process – yet it does. As you can imagine, this problem is also present when facing security decisions.