Predictably Irrational

The Hidden Forces That Shape Our Decisions

By Dan Ariely (2010)

“An important book. Full of valuable and entertaining insights that will make an impact on your business, professional, and personal life.” — Jack M Greenberg, Chairman, Western Union Company, Retired Chairman and CEO, McDonald's Corporation Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin? Why do we splurge..