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Priceless: The Myth of Fair Value (and How to Take Advantage of It)

Phishing for Phools: The Economics of Manipulation and Deception
George A. Akerlof, Robert J. Shiller
amazon.com
The Psychology of Price: How to use price to increase demand, profit and customer satisfaction
amazon.com

William Poundstone comments in Priceless: The Psychology of Hidden Value: