Eliezer Sternberg

“For instance, in a popularized 2010 study, researchers from Harvard, Yale, and MIT had eighty-six volunteer subjects participate in a mock financial negotiation: bargaining down the price of a car with the sticker price of $16,500. One by one, each subject would sit in a chair facing an experimenter who was playing the part of the car salesman. But there was a catch: half the participants were seated in hard, wooden chairs, and the other half were treated to plush, cushioned ones. The result? Those given the hard chairs were the harder bargainers. They were more forceful in their negotiations and bargained the salesman down to a price that was on average $347 lower than that of the comfy chair group. Apparently, the added comfort of the cushioned chairs led the other group to agree to a higher price.”
― Eliezer Sternberg, NeuroLogic: The Brain's Hidden Rationale Behind Our Irrational Behavior