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Why is paying for things painful?
Why are we comfortable overpaying for something in the present just because we've overpaid for it in the past?
Why is it easy to pay $4 for a soda on vacation, when we wouldn't spend more than $1 on that same soda at our local grocery store?
We think of money as numbers, values, and amounts, but when it comes down to it, when we actually use our money, we engage our hearts more than our heads. Emotions play a powerful...
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Why do smart people make irrational decisions every day? The answers will surprise you. This book is a look at why we all make illogical decisions. Why can a 50-cent aspirin do what a penny aspirin can't? If an item is "free" it must be a bargain, right? Why is everything relative, even when it shouldn't be? How do our expectations influence our actual opinions and decisions? In this book, the author, a behavioral economist cuts to the heart of our...