Rational brain · Judgment & Decision Science
Unit Bias
People treat one unit — one portion, one plan, one 'standard' package — as the right amount, whatever its size; sellers set the unit.
An everyday example
Finishing the large because it was one serving; buying the 'standard' tier because it is standard.
What it can cost you
Consuming or buying the seller's unit rather than your need.
Warning signs
- I took the whole unit.
- Standard felt like the right choice without checking.
One thing to do
Define your own unit before you see theirs: how much do you actually need?
Is this happening to you right now?
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