People pay to keep what they feel is theirs more readily than to gain something new. A Journal of Consumer Psychology study found that when users feel even symbolic ownership of an option, they’re far more likely to stick with it, pay more for it, and resist switching. It’s the engine behind the “keep vs. get” effect. If a feature is framed as something you keep, commitment shoots up. If it’s framed as something you get, commitment falls. This matters for physical products, and it’s even more...