V. BENEŠ

The steady appeal of the lottery is due to various psychological tricks by the marketers: suspension of logic and reason and the dreams that it sells.

Using the variable rewards concept of psychology, the marketers ensure that people keep buying their tickets for years, by...

Different price points, themes and designs of lottery tickets provide variety and reduce player burnout.

The creative concepts keep things fresh and exciting for regular players, making them experience a sense of possibility. Having lottery tickets placed at ubiqui...

Like lottery ticket buyers, the people pursuing optionality postpone their dreams and undertake choices that they think will enable their dreams. 

The shortest distance between two points is reliably a straight line. If your dreams are apparent to you, pursue them. Creating optional...