Labor Illusion

On a trip booking website, a group of participants were shown the results immediately without seeing the process.

The other group had to wait 30 to 60 seconds, but the work done by the website was displayed on the screen: loading bar, number of results found, website searched and intermediate results.

Participants were significantly more satisfied when witnessing the work performed.

People tend to value products and services more when they are aware of the efforts and the work behind them.

See the full study here :

Buell, Ryan W., and Michael I. Norton. “The Labor Illusion: How Operational Transparency Increases Perceived Value.” Management Science 57, no. 9 (September 2011): 1564–1579.342,

Want to know more about biases?

Take-the-best Heurisitc

In-Group Bias

Third Person Effect