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Dan Ariely

Predictably Irrational: The Hidden Forces That Shape Our Decisions (Hardcover)

* Why do our headaches persist after taking a one-cent aspirin but disappear when we take a 50-cent aspirin? * Why does recalling the Ten Commandments reduce our tendency to lie, even when we couldnt possibly be caught? * Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on […]