“Brain x Psychology 'Business Hacks'” [Season 1-8] Does the “pain” of paying disappear with card payments!? The psychological mechanism behind why we end up buying things
[Psychological effect this time] The pain of paying
[Key point of the effect] A psychological phenomenon where the sense of payment is weakened with cashless or deferred payments, making the brain's unpleasant reaction less likely to occur
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I feel like I want to sit formally in front of the entry button right now...!”
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“This story is about Jiro, who, triggered by the doubts and failures he feels in his sales job, gradually deciphers
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“In Jiro's failures and realizations, there must surely be moments where you think,“This might happen to me too”.”
Jiro:
“From here, our story begins.
I'll probably stumble many times, and Hana-san will call me out on it many times...!
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【The goal of this note article】
Even though it should be the same amount, you hesitate a little with cash.
But, when it comes to card payments or touch payments, for some reason, you suddenly think,“Well, I guess it's fine.” Such a feeling happens in more familiar situations than you might think.
Even though you are spending money, when the “feeling of having paid” becomes thin, it's easy for your judgment to become a little lighter, isn't it?
In Season 1, we have looked at how the appearance of price, the desire not to lose out, and the feeling of
“it's now or never” influence our judgments. The last thing we will cover in that flow is not
“how much to pay”, but “how to pay”. Why does just changing the payment method make that final step feel lighter? This time, we will decipher it together through Jiro's convenience store incident.
【Introduction】 Jiro gets carried away with a “beep”
Early afternoon.
Jiro, who went out saying, “I'll just go buy a drink,” returned with a convenience store bag stuffed full.
The contents of the bag clearly don't seem to be just drinks.
Hana:
“...Jiro-kun.”
“Did drinks used to be that square?”
Jiro:
“...No.”
“Somewhere along the way, they stopped being just drinks...”
Seiji:
“The bag looks pretty heavy (laughs).”
Jiro:
“Yes...”
“The bag is heavy, but...”
“My heart is even heavier...”
Hana:
"What did you buy? (laughs)"
Jiro:
"At first, I really only intended to buy a drink."
"I really, truly only planned on getting a drink..."
Hana:
"The fact that you said 'really' twice means it wasn't just a drink, right? (laughs)"
Jiro:
"But when I thought about how I could just 'beep' my phone to pay..."
"I felt like I could handle at least one sweet..."
Hana:
"Ah..."
"That 'at least one' is usually how it starts (laughs)."
Jiro:
"Yes..."
"Once I had the sweet, then the hot snacks caught my eye..."
Seiji:
"So you couldn't stop there, huh? (laughs)"
Jiro:
"And then, I even made eye contact with the snacks by the register..."
Hana:
"Don't make eye contact with the snacks (laughs)."
Jiro:
"Before I knew it, my bag was stuffed..."
Hana:
"You went to buy just a drink and came back with a bag full of stuff (laughs)."
Jiro:
"Yes..."
"But when I paid, it was just a 'beep'..."
"At that moment, it didn't really feel like I had spent anything."
Seiji:
"Yeah. That might be the important part."
Jiro:
"But when I went outside and looked at the receipt..."
"I remembered that it was all real money..."
Hana:
"Receipts always bring reality back to you later, don't they? (laughs)"
Jiro:
"Yes..."
"And it exceeded my lunch money for the whole week..."
Hana:
"You don't go to buy a drink and exceed your lunch money for the week (laughs)."
Seiji:
"But that's a very natural reaction."
"I think the pain of payment was probably dulled."
Jiro:
"The pain of payment...?"
"If there's no pain, does that mean I'm actually good at checking out...?"
Hana:
"No, no (laughs)."
"You shouldn't be developing that talent."
Seiji:
With cash, it's easy to feel that money is leaving your hands.
But with cards or smartphone payments, that sensation can become a bit diluted.
Jiro:
I see...
For me, it felt more like I just 'made a sound' rather than actually paying...
Hana:
Even if it just goes 'beep,' the money is still definitely leaving your account (laughs).
Seiji:
This time, let's look at why the final step becomes easier depending on 'how you pay,' even for the same amount.
[Term Explanation] Why did that happen?
Seiji:
The 'pain of paying' is that 'I'd rather not' feeling you get when you spend money.
Jiro:
'I'd rather not'...
It's true that when I pay with cash, I feel the money leaving my wallet...
Seiji:
That's right.
When you have that 'feeling of it decreasing,' people tend to be a bit more cautious.
Hana:
You do think twice the moment the bills leave your hand, don't you?
Seiji:
Yeah.
But with cards or smartphone payments, the payment finishes in an instant.
Because of that, the 'realization of having paid' becomes thinner, and the brakes on buying tend to weaken.
Jiro:
Then my feeling of 'I can probably afford one more sweet' was...
Seiji:
Yeah.
The pain of paying was weakened, and you might have been feeling a bit more generous than usual.
Hana:
Though it grew from 'just one' to a bag full to the brim (laughs).
Jiro:
Yes...
The pain of paying was thin, but the weight of the bag was incredible...
Hana:
So that part was definitely heavy (laughs).
Seiji:
In other words, it's not just the amount, but 'how you pay' that changes your judgment.
Jiro:
So it's not just about whether it's expensive or cheap, but the way I pay also changes how I feel...
Seiji:
Yes, that's the point of this lesson.
Seiji:
However, the important thing isn't to 'eliminate the pain of paying to make it easier to buy.'
Hana:
It means it's important to be able to choose with conviction, rather than realizing you've already bought something.
Seiji:
“Exactly.”
“It’s important to look at whether the payment method allows the other person to make a decision comfortably and with conviction.”
Jiro:
“I see…!”
“So it’s not about ‘making it look cheaper,’ but ‘making it a form they can pay with conviction,’ right?”
Seiji:
“Yes, that’s a great way to understand it.”
[Sales Application] How does this apply to sales?
Recalling the incident where he came home with bags stuffed full, Jiro put on a slightly more serious expression.
Jiro:
“But is this…”
“Does this happen in sales, too?”
“Can the way payment is handled make a customer feel more at ease or more burdened…?”
Hana:
“Oh, you’ve actually connected this to work.”
“I wouldn’t have guessed it from the guy who came home with bags stuffed full (laughs).”
Seiji:
“Yes, it’s very relevant in sales, too.”
“That final step isn’t just about ‘how much’ it costs, but also how the ‘way of paying’ is perceived.”
Hana:
“That’s true…”
“Even for the same amount, if someone suddenly says, ‘I need it all at once now,’ it makes you a bit defensive.”
Seiji:
“Exactly.”
“That’s why in sales, it’s more important to make the payment flow easy to understand than to make the price look smaller.”
Jiro:
“The payment flow…”
Seiji:
“For example, just by seeing ‘when and how much is needed,’ the other person can think about it more calmly.”
Hana:
“It feels more like ‘making it so they can think it through properly’ rather than ‘making it look cheap.’”
Seiji:
“Yes, exactly that.”
“For instance, with a ‘first month free’ offer, if you just say ‘it’s free and a great deal,’ it can sometimes sound like a pushy sales pitch.”
Hana:
“That’s true…”
“If it sounds like ‘it’s free, so decide now,’ it feels a bit like I’m being pressured.”
Seiji:
“But if you say, ‘Try it out first to see if it suits you, and then you can decide whether to continue,’ the way it’s received changes, doesn’t it?”
Hana:
“In that case, it doesn’t feel like ‘decide quickly,’ but rather ‘I can decide after I’ve checked it out.’”
Seiji:
“Exactly.”
“It’s important not just to weaken the pain of payment, but to make the anxieties and burdens visible so they can proceed with conviction.”
Jiro:
“I see…!”
“Then for my next proposal, instead of presenting it at the end while saying ‘beep’…”
Hana:
“Don’t treat your proposal like a barcode (laughs).”
Jiro:
“Yes...”
“So, I should clearly and simply explain ‘when, how much, and how to pay,’ right?”
Seiji:
“Right.”
“It’s not about hiding the burden, but setting things up so the other person can make their own decision. That’s the key when using it in sales.”
Jiro:
“I almost ended up putting ‘It’s free!’ in the biggest font possible...”
Hana:
“If you did that, it wouldn’t be a proposal, it would just be a ‘free’ announcement event (laughs).”
Seiji:
“But your understanding now is really good.”
“What’s important isn’t making it look light, but shaping it so they can think it through and be convinced.”
Jiro:
“Yes...!”
“Next time, I’ll try to explain it in the proper order instead of just relying on momentum.”
[Case Study] What this looks like in the field
From here on, we will look at how the pain of payment works in real-world situations.
There are days when we hesitate over just a few hundred yen, and days when we breeze through with a quick ‘beep’ of a card.
Even though it’s the same act of ‘paying,’ why does it feel so different?
Let’s look at five cases through Jiro’s blunders.
[Case 1] When you have a subscription you don’t use, but the monthly payments keep going
Seiji:
“Let’s start by looking at recurring monthly payments.”
Hana:
“Subscriptions seem like a very common example.”
“Before signing up, you think a little about ‘having to pay every month,’ but once you start, you sometimes just keep going without thinking.”
Jiro:
“...I do.”
Hana:
“It sounds like you’ve got something going on right now (laughs).”
Jiro:
“I signed up for an English conversation app.”
“At first, I thought, ‘If I’m paying every month, I have to use it properly.’”
Seiji:
“Right. Before you start, it’s easy to be conscious of the payment.”
Jiro:
“Yes...”
“But once I actually started...”
“I barely open the app, but the payments keep coming every month...”
Hana:
“You’re not using it, but the payments are being very diligent (laughs).”
Jiro:
“That’s really how it is...”
“The monthly fee was more motivated to learn English than I was...”
Hana:
“Don’t let the payment be the one with the motivation (laughs).”
Seiji:
“This also relates to the pain of payment.”
“When you sign up, it’s easy to be conscious of the fact that ‘I will be paying every month from now on.’”
Seiji:
"But when it's an automatic renewal, you aren't asked 'Do you want to pay?' every time, right?"
Jiro:
"That's true..."
"If I were asked every month, while opening the English conversation app..."
"I think I'd just be agonizing over it in Japanese, like, 'Hmm... should I continue this month?'"
Hana:
"You'd agonize over it in Japanese instead of English, huh? (laughs)"
Seiji:
"But in reality, it often continues naturally without you ever having to stop and think like that."
Jiro:
"So, before my English skills, I was actually developing the 'skill of getting used to paying'..."
Hana:
"Don't develop that skill! (laughs)"
Seiji:
"Of course, subscriptions themselves aren't bad."
"If you're actually using them, it's a very convenient system."
Hana:
"But it seems like it's worth checking once whether you're continuing because you're using it, or because you haven't stopped it."
Jiro:
"Yes..."
"First, I'm going to have a reunion with my English conversation app..."
Hana:
"Don't act like you've been apart long enough to call it a reunion! (laughs)"
【Case 2】 When a single pancake becomes a mountain of toppings via a cafe's mobile order
Seiji:
"Next, let's look at a case where the amount increases little by little within a single order."
Hana:
"That seems likely to happen with cafe mobile orders, too."
"When you're choosing on the screen, it feels easier to just tap on extra toppings."
Jiro:
"...Is that story about my pancakes?"
Hana:
"I haven't even mentioned pancakes yet! (laughs)"
Jiro:
"I'm sorry..."
"I already have a guilty conscience about it being piled high..."
Hana:
"Don't add toppings to your guilty conscience! (laughs)"
Jiro:
"The other day, I ordered pancakes at a cafe."
"At first, I really only intended to get one."
Hana:
"The 'only one' is already in the past tense! (laughs)"
Jiro:
"But when I was looking at the mobile order screen..."
"Add whipped cream, add ice cream, add chocolate sauce—they just kept popping up..."
Jiro:
"Each one didn't look that expensive."
"I kept pressing 'add' thinking, 'This much should be fine'..."
Hana:
"You kept pressing?"
Jiro:
"When I received it, I could barely see the pancakes anymore..."
Hana:
"Where did the main attraction go? (laughs)"
Jiro:
"It was probably under the mountain of whipped cream and ice cream..."
Hana:
"You've turned your order into an archaeological dig for pancakes (laughs)."
Seiji:
"This also relates to the pain of paying."
"When you add items on a screen, you don't have the sensation of handing over cash, so each addition feels lighter."
Jiro:
"That's true..."
"It didn't feel like I was adding items; it felt like I was finishing the pancakes on the screen..."
Hana:
"What you finished wasn't the order screen, but a mountain of pancakes (laughs)."
Seiji:
"Even if each addition is small, when you look at the total at the end, it really adds up."
Jiro:
"Yes..."
"I intended to get one pancake, but the bill ended up costing as much as a decent lunch..."
Hana:
"Don't let your dessert grow into the price of a lunch (laughs)."
Seiji:
"Of course, adding things isn't inherently bad."
"Choosing what you really want to eat is also part of the fun."
Seiji:
"However, it's worth being a little conscious of whether you're 'adding it because you want to eat it' or 'adding it because it's easy to press.'"
Jiro:
"I see..."
"I thought I was choosing pancakes, but I was being guided by the add button..."
Hana:
"Next time, let's order in a way where we can actually see the pancakes (laughs)."
[Case 3] When you hesitate over daily necessities but spend freely on drinks and entertainment
Seiji:
"Next, let's look at a case where the perception of payment changes depending on 'what the money is being used for.'"
Hana:
"It's strange how we hesitate over small price differences for daily necessities, but our wallets suddenly loosen up for drinking parties or entertainment."
At that moment, Jiro quietly turned over the receipt he had left on the table.
Hana:
"...What did you just hide? (laughs)"
Jiro:
"No..."
"This is a piece of paper printed with my judgment from yesterday..."
Hana:
"Don't talk about a receipt like it's a letter of apology (laughs)"
Jiro:
"Yesterday, I was going to buy detergent at the drugstore."
"I agonized quite a bit over whether to get the 248 yen one or the 278 yen one..."
Hana:
"You were really serious about a 30 yen difference (laughs)"
Jiro:
"Yes..."
"I really faced off with the detergent in front of the shelf..."
Hana:
"Don't have a face-to-face meeting with detergent (laughs)"
Jiro:
"After that, a friend invited me out for drinks."
"At first, I only intended to have 'just one light drink', but..."
Hana:
"Here we go."
"The one that never ends lightly (laughs)"
Jiro:
"Once we toasted, my judgment suddenly became lenient..."
"I gave the OK for fried chicken and rolled omelets, thinking, 'Well, these are necessary...'"
Hana:
"You were so strict with the detergent, but you're so soft on fried chicken (laughs)"
Jiro:
"And then at the end, my friend said, 'Want to get dessert?'..."
"For some reason, my wallet answered back most enthusiastically..."
Hana:
"Don't make your wallet answer (laughs)"
Seiji:
"This also relates to the pain of paying."
"The more you use something every day, the more you feel like you don't want to waste money."
Seiji:
"But because drinking parties and entertainment are linked to 'fun times,' the feeling of paying money tends to be a bit lighter, even for the same amount."
Jiro:
"I see..."
"I was so meticulous about detergent, but I suddenly became lenient with my scoring at the drinking party..."
Hana:
"Don't turn the bill into a review board (laughs)"
Seiji:
"The pain of paying isn't determined just by the amount."
"How you feel about it changes depending on what you're using it for and what kind of mood you're in at the time."
Jiro:
"From now on, I'll face both detergent and fried chicken with the same level of calmness..."
Hana:
"Let's share some of that seriousness you had for the detergent with the fried chicken too (laughs)"
[Case 4] When you enjoy 'tapping' your way through a trip, only to be surprised by your balance after you get home
Seiji:
"Next, let's look at a case where how you feel about payment changes depending on the location or your mood."
Hana:
"That seems very likely, especially when traveling."
"I feel like even things I'd normally hesitate to buy become easier to pay for when I'm on a trip, just because 'it's a special occasion.'"
Just then, Jiro returned, carrying large souvenir bags in both hands.
Hana:
"...Jiro."
"Do you really need to carry that many souvenirs in both hands?"
Jiro:
"That wasn't the plan, but..."
"I kept finding more memories while I was traveling..."
Hana:
"You're stuffing too many memories into those paper bags (laughs)."
Jiro:
"If you'd like, these are souvenirs for everyone."
"Local cookies, local rice crackers, local manju buns, local furikake, local keychains..."
Hana:
"Stop overusing the word 'local' (laughs)."
Seiji:
"You really bought a lot (laughs)."
Jiro:
"While I was there, I felt like I could only find these things in that specific place..."
"Thinking 'this is a memento' and 'it's a special occasion,' before I knew it, the bags were bursting..."
Hana:
"Every time you say 'special occasion,' you end up with more bags (laughs)."
Jiro:
"And most of it was smartphone payment."
"Tap at the souvenir shop, tap at the cafe, tap at the station..."
"In the moment, it didn't feel like I was spending money; it felt like my trip was just moving along at a good rhythm..."
Hana:
"Don't turn payments into the rhythm of your trip (laughs)."
Seiji:
"This also relates to the pain of paying."
"When you're on a trip, the desire to 'enjoy yourself because it's a special occasion' tends to get stronger."
Seiji:
"When you combine that with the ease of smartphone payments, the sensation of actually paying tends to feel thinner than usual."
Jiro:
"That's true..."
"At the time, it felt like collecting stamps on a fun trip..."
"But when I checked my balance after getting home, it was all just payment history..."
Hana:
"You thought it was a stamp book, but it was actually a bank statement (laughs)."
Jiro:
"And honestly, every single thing was really fun."
"The souvenirs, the cafe, the local drinks I bought at the station..."
"In the moment, I was thinking, 'What a great trip.'"
Hana:
"Yeah, I think that's totally fine."
"After all, you go on trips to enjoy them."
Jiro:
Yes...
But, the moment I saw my balance after getting home...
The feeling of 'what a great trip' turned into 'time to start saving from tomorrow'...
Hana:
The lingering joy of your trip suddenly shifted to household accounting, huh (laughs).
Seiji:
Spending money on a trip isn't bad in itself.
Spending money on fun experiences and memories is a very natural thing to do.
Seiji:
However, it's easy to keep saying 'this much is fine' while you're traveling.
That's why it's good to have a guideline beforehand of how much you can comfortably spend.
Hana:
A budget for having fun, right?
It's like creating a safe limit in advance instead of hesitating every time you spend.
Jiro:
I see...
On my next trip, if I start thinking 'might as well,' I'll consult my wallet at least once...
Hana:
Consult it from the very beginning (laughs).
[Case 5] When additional options quietly get approved during a large purchase
Seiji:
Lastly, let's look at a case where additional payments seem small during a large purchase.
Hana:
When buying something expensive, additional options sometimes look a bit smaller, don't they?
After seeing the base price, I feel like it's easy to think 'this much is fine'.
At that moment, Seiji noticed a large cardboard box placed in the corner of the conference room.
Seiji:
Huh?
There's a large cardboard box in the corner of the conference room... whose is it?
Hana:
...Wait a second.
It says 'Home Food Festival Expansion Set' on the box (laughs).
Could this be yours, Jiro?
Jiro:
Wha...
How did you know...?
Hana:
No one but you would write something like that (laughs).
Jiro:
I intended it as a marker...
It ended up being a self-introduction...
Hana:
That's a bit too much of a unique marker (laughs).
Jiro:
...Actually, this is a high-end hot plate.
To be precise, it's a high-end hot plate and the accessories to turn the dining table into a food festival...
Hana:
Don't turn your dining table into an event venue (laughs).
Jiro:
At first, I just thought it would be fun to have yakiniku at home.
Hana:
“Yeah, that part is natural.”
Jiro:
“But since the main unit was expensive...”
“The price of the additional plates somehow looked small...”
Seiji:
“When the base price is high, an extra few thousand yen can suddenly look small, right?”
Jiro:
“Yes...”
“I thought, ‘It might be convenient to have this too,’ and beep.”
“I thought, ‘It would be fun to make takoyaki too,’ and beep.”
“I thought, ‘It might be a good deal if I can even make hot pot,’ and beep again...”
Hana:
“Every time you beeped, you were adding more stalls to your dining table (laughs).”
Jiro:
“Before I knew it, I had added a yakiniku plate, a takoyaki plate, a deep pot plate, a steaming set, a dedicated lid, a dedicated spatula, and even a storage case...”
Hana:
“Aren't there too many hot plate accessories? (laughs)”
Jiro:
“I was just planning to have yakiniku...”
“When I saw the box that arrived, it looked like I could open a small food stall village at home...”
Hana:
“Don't try to revitalize the town with a hot plate (laughs).”
Seiji:
“This also relates to the pain of paying.”
“When it's part of a large purchase, additional payments tend to look smaller.”
Seiji:
“But even if they look smaller, they are still being added to the total.”
Jiro:
“That's true...”
“It was a small addition when I put it in the cart...”
“But when it arrived, the cardboard box became a big reality...”
Hana:
“That reality is taking up quite a lot of space (laughs).”
Seiji:
“Of course, the options themselves aren't bad.”
“If you really use them, they make life more enjoyable.”
Hana:
“But it seems better to separate whether you ‘added it because you needed it’ or ‘added it because it looked small.’”
Jiro:
“I see...”
“From now on, before I ‘beep,’ I'll think about whether it will really be useful at our dining table...”
Hana:
“First, let's make sure that food stall village is actually operating properly (laughs).”
[Theoretical Reinforcement] Dr. Narita's Reinforcement
Dr. Narita, who had been listening to the conversation so far, nodded slowly.
Dr. Narita:
“Today, it was very clear that judgments change not just based on ‘how much you pay,’ but also on ‘how you pay’ and ‘how it looks.’”
Hana:
“That’s true...”
“Even with the same amount of money, the way it feels is completely different depending on the situation.”
Dr. Narita:
“Indeed.”
“The pain of payment is that ‘this is a bit unpleasant’ feeling you get when you let go of your money.”
Dr. Narita:
“Because that feeling exists, people can pause for a moment.”
“Conversely, when that feeling fades, it becomes easier to just go ahead and say, ‘Oh well, that’s fine.’”
Jiro:
“My ‘Oh well, that’s fine’ has been working quite hard...”
Hana:
“That’s not where I want you to be working hard (laughs).”
Dr. Narita:
“Ho ho ho.”
“If the feeling of money leaving is clear, like with cash, it’s easier to be cautious.”
“However, when the moment of payment is hard to see, like with smartphone payments or automatic renewals, that pain also tends to fade.”
Seiji:
“So when the reality of paying is weak, it’s easier to make light decisions.”
Dr. Narita:
“That is correct.”
“However, what is important here is not just to make the pain of payment disappear.”
Jiro:
“Eh...”
“I thought it was better if there was no pain, because it makes it easier to buy...”
Hana:
“If you do that, your bags and cardboard boxes will be overflowing again (laughs).”
Jiro:
“That’s true...”
“In my case, when the pain is weak, my luggage tends to increase...”
Hana:
“You really should analyze your tendencies (laughs).”
Dr. Narita:
“Ho ho ho.”
“Making things easier to buy and making it possible to choose with conviction are similar, yet different.”
Dr. Narita:
“When and how much is needed.”
“Why it costs that amount.”
“Just by seeing those things, people can think more calmly.”
Seiji:
“In terms of sales, it’s more important to ‘organize things so they can make a proper judgment’ than to ‘make it look cheap.’”
Dr. Narita:
“Indeed.”
“It’s not to make people move forward lightly, but to clear up their hesitation a little so they can move forward with conviction.”
“That is where the meaning of a sincere proposal lies.”
Jiro:
“So that’s what it is...!”
“It’s not just pushing with ‘It’s free!’ or ‘It’s only this much per month!’...”
“It’s important to think about how the other person perceives it.”
Dr. Narita:
“That is the right understanding.”
“Do not leave the feelings of the person paying behind.”
“That is the most important thing when dealing with the pain of payment.”
Jiro:
“Yes...!”
“Next time, I will cultivate the power to have them be convinced, rather than the power to get used to paying...”
Hana:
“Let’s make sure we cultivate that properly (laughs).”
[Summary] Today's Takeaways
Let's review today's discussion together at the end.
Hana:
"It's really fitting that this comes at the end of Season 1."
"We started with how 'expensive' and 'cheap' are perceived..."
"And it feels like we've finally arrived at the 'feelings at the moment of payment.'"
Seiji:
"Yeah."
"What we've looked at in Season 1 isn't just techniques for making prices look good."
Seiji:
"When people hesitate, when they choose, when they feel an urge to move forward..."
"We've been looking at the psychological movements behind that, along with Jiro's failures."
Jiro:
"At first, I was only thinking about 'how should I say this to make it sell?'..."
"But now, I've started to understand a little that it's important to think about 'how does this look to the other person?'"
Hana:
"Jiro, that's great growth."
Seiji:
"Indeed."
"Price isn't just about conveying a number."
"I think it only becomes a proposal once you shape it into a form where the other person can think about it with peace of mind."
Hana:
"That's why this episode doesn't end with 'making it look easier to pay.'"
"We look all the way to the point of 'enabling them to choose with conviction.'"
Jiro:
"Yes...!"
"From now on, whenever I feel the urge to just 'tap' and go, I'll stop for a moment..."
Hana:
"I would have preferred you stopped in front of the hot plate first, though (laughs)."
Jiro:
"I think I got the direction of my growth a little wrong there..."
Hana:
"Don't grow in the direction of adding more options (laughs)."
Jiro:
"By the way, which episode in Season 1 did you all find most relatable...?"
"Anchoring, scarcity, the pain of paying..."
"I want to believe it's not just me who messes up like this..."
Hana:
"Jiro, don't drag the readers into this (laughs)."
"But I would like to hear which story left an impression on everyone."
Seiji:
" 'I might have done this myself.'"
" 'This seemed useful for work.'"
" 'I laughed at this failure of Jiro's.'"
"Please let us know even just a word in the comments."
Jiro:
"Please...!"
"I'd be happy if my failures helped someone realize something...!"
Hana:
"That's a very positive way to use your failures (laughs)."
Seiji:
"In Season 1, we looked at 'the moment people choose' through Jiro's failures."
"In the next Season 2, we will look at the psychology of 'trust' and 'goodwill' that arises between people."
Hana:
"After price, it's the distance between people, then."
Jiro:
"Trust and rapport..."
"For starters, I want to graduate from being 'someone who pushes things on impulse'..."
Hana:
"We'll learn all about that in Season 2 (laughs)."
Seiji:
"The main theme of Season 2 is building trust and establishing rapport."
"Why do people think, 'I'll listen to what this person has to say'?"
"Let's explore that psychology, which is important in sales, work, and everyday conversation, together with Jiro again."
"Please look forward to the next season."
[A one-sentence summary for readers to take away]
The pain of payment is not determined solely by the amount itself.
People change their judgment based on 'how they pay,' 'what they pay for,' and 'how they receive it.'
Therefore, what's important in sales is not making things look cheap, but structuring them in a way that the other person can understand and choose with conviction.
[*Limited Time: Click here for free articles from Season 1*]
☑️ Click here for the next season
Season 2. "Building Trust and Establishing Rapport"
Subtitle: 'The Science of Making People Think, "I Want to Leave It to This Person"'