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Why consumers sometimes pay more for less × People, in general, hate risk if they are talking about gains, but will take incredible chances to avoid a most certain loss The “less is more” mantra has backfired into “more is less”, especially among individuals who have lost their jobs in the recent past due to Covid-induced downsizing, and the rest who work more hours for less pay. From a consumer s view, another example of more is less is the case of leading cellular service providers offering 100 per cent money back on smartphones by doubling the monthly charges for a few additional small freebies. When unlimited data plans are available in most 4G networks for less than ₹1,000 a month, the same company is charging almost double for limited data but with bundled discounts of about ₹1,700, effectively talking of giving back the investment in the handset in two years. ....