 The third psychological hack is the cashless effect. Have you ever been on a midnight shopping spree? You're not buying a few things and at the end of the month, the bill comes and you are shocked. Well, there's actually a psychological reason for that. People end up spending more online. This is the cashless effect. This describes our human tendency to actually spend more when there is no physical transaction in place. Using cards or even phones reduces the tangibility of the price because there's no hard asset for you. And when you're able to combine the cashless effect and the Occam's razor, then you now understand why Domino's is one of the leading forces in the world out there.