By: Dan Ariely, Simon Jones

Predictably Irrational: The Hidden Forces That Shape Our Decisions

Why do our headaches persist after taking a one-cent aspirin but disappear when we take a 50-cent aspirin? Why does recalling the 10 Commandments reduce our tendency to lie, even when we couldn't possibly be caught? Why do we splurge on a lavish meal but cut coupons to save 25 cents on a can of soup

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Predictably Irrational: The Hidden Forces That Shape Our Decisions
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