A study by The Economist has proven that consumers prefer it when you give them a 20% discount on top of a 20% discount, instead of a single 40% discount.

Ever since the word “marketing” came around, it became closely associated with the word of mouth. In its essence, recommending a product or a service to a friend or a family member has been the most effective way of letting someone know (and perhaps purchase) those said products or services.