Learn how the brain determines value in restaurants and hospitality. Explore the neuroscience behind guest perception—how dopamine, emotion, and ambiance influence what feels “worth it” and why great experiences outshine price.

The decoy effect is one of the best known biases violating rational thought. And it has a powerful impact on the decisions we make.

Have you ever walked into Costco planning to buy just one or two things and walked out with a cart full of stuff you don't need? Discover the Costco Effect—how anchoring, scarcity, and priming trick your brain into overspending. Learn the psychology behind shopping smarter.