The Psychology of Mountain Coasters

The other day, I took my kids to a place called Rush Mountain Adventure Park. It’s a great little place tucked just outside of Keystone, SD. It features a handful of attractions, but none greater than the mountain coaster. It’s less of a coaster and more of a toboggan ride…..but it’s wonderful!

I’m a sucker for behavioral science, especially when it has to do with money and work. Rush Mountain also apparently loves behavioral science as well, as they greatly use it to their advantage. When we arrived, the goal was to take the kids down the coaster once, plus maybe throw in a giant zip line ride. The mountain coaster was $20/ride, and I believe the zip line was $15/ride. In that moment, I decided to buy one ticket for each…..so $35 per person. Certainly not cheap, but it looked like a fun experience to share with my kids. This is when the behavioral science part kicked in. The woman at the counter pointed out that we could get a 24-hour, unlimited ride pass for $62 each. I didn’t plan on spending $62/person for this experience, but $62 for unlimited rides sounded a lot better than $35 for two rides. Rush Mountain won! They doubled the amount they got from me. I won, too! Finn and I ended up going down the mountain coaster five times together, plus the zip line once, and the interactive 4-D shooter game twice. What they did wasn’t a scam or taking advantage of me, but rather using behavioral science to create an opportunity where both parties benefited. They could double the revenue generated from my family, and in turn, we enhanced our experience there. I didn’t have to take that option, but I chose it…..and I’m glad I did! We had a wonderful time and created a ton of memories.

Whether we’re on the business side or the consumer side, we need to be aware of these behavioral science tricks. These are the same principles at play when we can up the size of our fries or drink, or when there are add-on options when we go to the salon or spa, or how different products offer an assortment of progressively fancier versions (hello, iPhone!). Again, none of these are immoral or wrong. If we’re keen on what companies are doing and how they are utilizing behavioral science in their pricing and offering, we can use it to our advantage instead of being swept up in the moment. That self-awareness can be the difference between making a decision we’ll later regret or making a decision that adds value to our journey. I’m sure I’ve been bitten by this before, but this particular decision added a ton of value to our family.

What’s one version of behavioral science being used at one of the businesses you frequent? I’d love to hear your examples!

The Struggle is What Makes the Adventure

Last night, our family time at the campsite was cut short when a nasty thunderstorm blew in. It was the whole package: thunder, lightning, rain, and wind. We quickly retreated to the tent where we rode out the storm and eventually fell asleep. While we were trying to settle the boys in, they were a bit panicked. I think there’s some lingering impact from an absolutely brutal storm we endured in the tent earlier this summer…..which included Pax getting flooded out in the middle of the night. In an attempt to calm them down, I encouraged them that these are the moments that make the adventure. It helped…..a little.

Think about your favorite movie. The struggle is what makes it. If Darth Vader wasn’t around, Luke Skywalker’s journey would have been a borefest. If the Hunger Games never occurred, Katniss would just be another girl. If Michael Jordan didn’t have the Detroit Pistons, his legend may not have been as iconic. The triumph over struggle is what makes it good.

I think about this a lot when it comes to work and money. It’s fun when we experience wins, achieve our goals, and continue to experience up-and-to-the-right progress. But the struggle? The struggle is what makes those moments so much sweeter. I remember back to January 2020, seven months after leaving my career to start my coaching business. That was the month when our monthly income exceeded our modest expenses. Until then, we were riding the struggle bus and supplementing our income from savings. It was a scary time, but the struggle made the win feel all that much more satiating. I can think of so many other struggles we’ve faced in the last 15 years. Struggles that oftentimes felt like they would break us. Like the struggle of fertility. Finding out I’ll never become a biological father, then the nearly three-year wait in the adoption process, then the failed adoption when we were ready to go meet our child. Gut-wrenching struggles. So when we met Finn and Pax four months later, it was the sweetest of the sweetest wins. It was the best day of our lives. All these years later, it was the struggle that defined us, not the win. When I look at my kids, I remember everything that went into becoming a parent and finally meeting them. I will never take that for granted.

So yeah, we’re huddled up in a tent with a storm whipping right through us. Not ideal, for sure. But the struggle is what makes the adventure.