💎 If you’re transparent about the efforts that you’ve undertaken to create your product people will appreciate it more (The Labour Illusion)

While Kayak.co.uk searches the Web for your flight from London to Lanzarote, the site gives you a real-time update of the work it’s performing (now searching Iberia … now searching Aer Lingus … ). Research shows that waiting can increase satisfaction if customers get the impression that work is being done on their behalf during the delay. This “labor illusion” is so powerful that it leads customers to prefer services that make them wait to services that provide the same quality immediately.

Except from: Happy Money: The New Science of Smarter Spending by Elizabeth Dunn and Michael Norton