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THE MAGIC OF WINNING BIG: HOW TO OPTIMIZE LARGE-TICKET PURCHASES

Life is too short to be little.

—Disraeli

Richmond, Virginia, is a cozy city nestled along the I-95 corridor. Formerly one of the prizes of the South, the city has not hosted anything big these days. But at the University of Richmond, there is a group of professors who live for big things, especially large numbers.

Intrigued by recent public discourse happening in neighboring Washington, DC, professors David Landy, Noah Silber, and Aleah Goldin set out on a journey to understand the psychology of large numbers. They noticed that politicians and business leaders routinely discuss numbers such as millions, billions, and trillions in the public forum. But, the professors wondered, ...

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