Cognitive dissonance

Oliver Burkeman points out that cognitive dissonance can actually be used to good effect.

When salesman offered some cards at 8 for $3, they had a 40% success rate. But when they offered 8 for 300 pennies, they created confusion in the buyer's mind, which they then solved by adding 'which is a bargain'.

This is all a bit NLP if you ask me. But then NLP may have a legitimate effect for all I know. What is certain, and this is the point Burkeman makes, is that the more comfortable we are being uncomfortable, the better off we will be.

This has overlaps with new research which shows that increasing levels of acceptance (the willingness to experience thoughts, feelings, and physiological sensations without having to control them, or let them determine one’s actions), is a major individual determinant of mental health and behavioral effectiveness.

Anyway, here's the article.