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A Taste of Irrationality: Sample chapters from Predictably Irrational and Upside of Irrationality
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Dan Ariely • Dollars and Sense
Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions
Dan Arielyamazon.com
Behavioral economics is demonstrating that humans don’t always act in self-interested ways, and that transactions themselves have an emotional component.
Clay Shirky • Cognitive Surplus: How Technology Makes Consumers into Collaborators
It is not objective effort so much as the appearance of effort that drives the psychology of what we are willing to pay.