📓 Amazon’s One (More) Click Checkout
Why, in a world of one click, do you need to check a little box to apply a coupon on Amazon? To give shoppers a feeling of control and a dopamine hit from scoring savings, which is amplified by having to “work” for it.
I would guess it’s also to redirect the decision making process. Instead of a customer asking “should I buy this?”, they’re asking “should I snag this coupon?”