Predictably irrational

From Wiki

Predictably Irrational is a book written by Dan Ariely about irrational human behavior based on many factors, including Cognitive dissonance. Russell Wright of Theme Zoom has added this book to a list of required reading for those who wish to be fluent in the language of Neuromarketing and Neuroeconomics.

   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 couldn't possibly be caught?

• Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?

• Why do we go back for second helpings at the unlimited buffet, even when our stomachs are already full?

• And how did we ever start spending $4.15 on a cup of coffee when, just a few years ago, we used to pay less than a dollar?
  
  

Also See Neuromarketing Expert Russell Wright