About Amos Sutherland

People often assume that motivation is simple — reward good behavior, punish bad behavior, and results will follow. But human beings rarely act like perfect calculators. We’re emotional, short-sighted, and driven by subtle social cues. Behavioral economics studies such patterns, showing why some incentives fail and others thrive. The key to creating motivation that lasts […]

Most people assume prices reflect pure logic — a fair exchange between cost and worth. In reality, pricing is as much about psychology as economics. The way prices are framed, presented, and compared changes how people perceive value and make decisions. Behavioral pricing draws on insights from psychology and behavioral economics to design offers that […]

Customer loyalty has long been viewed as a stable foundation of business success, but in today’s fast-changing economy, even the most devoted customers can become flexible in their commitments. Shifts in technology, culture, and competition constantly test brand relationships. The concept of loyalty elasticity helps explain this phenomenon — it describes how sensitive customers are […]

Everyone has made choices that once felt right but later became limiting. A career path that no longer excites you, a relationship that drains energy, or even a personal belief that no longer fits — all can linger because of what economists call the sunk cost fallacy. It’s the tendency to stick with something simply […]

In a culture that praises constant productivity, rest is often mistaken for laziness. Yet from an economic standpoint, recovery is one of the most efficient investments a person can make. Like any system, the human brain and body need downtime to repair, adapt, and prepare for the next challenge. The return on that rest—measured in […]

Financial freedom doesn’t always come from earning more — sometimes it starts with needing less. A minimum sustainable lifestyle is the foundation of that mindset: a way of living that covers your essential needs comfortably without unnecessary excess. It’s not about austerity or self-denial but about designing a lifestyle that’s flexible, resilient, and aligned with […]

Most people think of game theory as something reserved for economists, poker players, or corporate strategists. In reality, the same principles can shape everyday decisions — from salary talks to personal goals. At its core, game theory studies how people make choices when others’ actions affect the outcome. When applied to personal negotiation and goal […]

In business and personal growth, few investments generate greater returns than mentorship. Unlike money or materials, knowledge multiplies when shared. A good mentor doesn’t just teach — they accelerate understanding, reduce costly mistakes, and expand networks. Over time, the benefits compound, creating long-term value for both the mentor and the mentee. The return on investment […]