O que você prefere, um aumento de salário de 20% com inflação de 15% ou um aumento de 5% com inflação zero? Na prática, os dois geram um aumento de poder de compra de 5%, mas as pessoas parecem preferir o número maior, um comportamento irracional. Mas pesquisadores da universidade de Bonn confirmaram que gostamos de ser iludidos por números vistosos, mesmo avisados antecipadamente, pois eles estimulam áreas de prazer do cérebro.
"We had now confronted our test subjects with two different situations", Falk explains. "In the first, they could only earn a relatively small amount of money, but the items in the catalogue were also comparatively cheap. In the second scenario, the wage was 50 per cent higher, but now all the items were 50 per cent more expensive. Thus, in both scenarios the participants could afford exactly the same goods with the money they had earned – the true purchasing power had remained exactly the same." The test subjects were perfectly aware of this, too – not only did they know both catalogues, but they had been explicitly informed at the start that the true value of the money they earned would always remain the same.
(...) The results achieved by these scientists in Bonn demonstrate that as far as the brain is concerned money is represented as being "nominal", and not only "real". In other words: people like to be seduced by large numbers.
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