Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions

People are willing to work free, and they are willing to work for a reasonable wage; but offer them just a small payment and they will walk away.

MONEY, AS IT turns out, is very often the most expensive way to motivate people. Social norms are not only cheaper, but often more effective as well.

There are many examples to show that people will work more for a cause than for cash

in order to make a man covet a thing, it is only necessary to make the thing difficult to attain

Ownership is not limited to material things. It can also apply to points of view. Once we take ownership of an idea — whether it’s about politics or sports — what do we do? We love it perhaps more than we should. We prize it more than it is worth. And most frequently, we have trouble letting go of it because we can’t stand the idea of its loss. Wha... See more