Taxes Are Disliked More than Equivalent Costs
The proportion of Americans who said they’d travel 30 minutes to save 8% on an item by getting it tax-free was 29% bigger than the proportion who said they’d travel the same distance to get an ordinary 9% discount, according to a series of experiments by Princeton doctoral student Abigail B. Sussman and Christopher Y. Olivola of the University of Warwick in the UK.
