Caroline Jarrett

Most of us will fill in at least one form every day: logging on at work, filling in time sheets, signing for credit card purchases.

Think about buying a car. You’re just browsing, getting a sense of what is available. A salesperson comes along and starts to ask you how you’ll pay. Would you answer? Or would you think, “If that person doesn’t stop annoying me, then I’m out to here”?

An immediate, small reward can be more effective than a delayed, bigger reward.