The Daily Stat: If You Say I'm Special, I'll Buy

In an experiment that provided participants with an opportunity to buy a discounted coffee mug, those who were told they had been randomly selected to get the discount were 3 times more likely to want to buy than people who believed everyone got the discount. Researchers Jerry M. Burger and David F. Caldwell of Santa Clara University say such "special" opportunities may be appealing because people's self-esteem is tied to factors that distinguish them from the crowd.