This is true for more than concert tickets

They have to believe that when they expend a tremendous amount of effort leaving the house, getting in the car, parking the car, and buying the ticket…that it was worth the effort. Deep down everyone believes their time is important and how they spend it is important.

Almost every purchase decision represents the only one of those things someone will buy for a period of time—short or long.

Brand reputation is built on where that decision ranks on each person’s regret-reward scale.

Aim for reward.