Why do people feel cheated even when they get a good deal?
People compare fairness before they compare prices.
People often judge deals by comparing themselves to others rather than by evaluating the objective value they receive.
You save fifty dollars.
Then learn someone saved sixty.
Suddenly happiness disappears.
The hidden mechanism is fairness illusion.
Humans evaluate outcomes socially.
Comparison changes emotions.
Fairness feels personal.
People think value creates satisfaction.
Very often, fairness does.
