In a series of illuminating, often surprising experiments, MIT behavioral economist Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. We think we're making smart, rational choices. When it comes to making decisions in our lives, we think we're in control. Why do we go back for second helpings at the unlimited buffet, even when our stomachs are already full?Īnd 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? Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup? Why does recalling the Ten Commandments reduce our tendency to lie, even when we couldn't possibly be caught? Why do our headaches persist after taking a one-cent aspirin but disappear when we take a 50-cent aspirin?
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