For more than three decades Dollar Tree has advertised \u201ceverything\u2019s a $1\u201d - household items, toys, kitchenware - everything. That\u2019s been the company\u2019s brand identity for 35-years, until now. Why is Dollar Tree turning into Dollar & a Quarter Tree?
In 1999, Doug Lindsay developed symptoms consistent with a rare disease that had also afflicted his mother, a condition that had baffled doctors for decades.\xa0 Confined to a bed for 22 hours a day, he was left with two choices: wait to die or save his own life. Lindsay chose the latter.
The endowment effect: we\xa0 place a higher value on an object we already own than on the same object if we did not own it. Why?
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Episode Sources/Go Deeper:
https://www.cnn.com/2021/12/08/business/dollar-tree-1-dollar-price-dollar-stores/index.html
https://www.cnn.com/2019/07/27/health/doug-lindsay-invented-surgery-trnd/index.html
https://apple.news/AbloQoOqlRd-NDRiYj8et9g
https://medium.com/cogniss-magazine/of-holdouts-mugs-and-pens-how-the-endowment-effect-inspires-app-loyalty-a35cccd4a9f2
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