Dan Ariely
Think you are in complete control of your decisions? Behavioral economics reveals that we are not just irrational, but predictably so in ways that shape our daily lives.
We rarely make decisions in absolute terms and instead rely on relative comparisons to determine the value of things.
The concept of zero cost triggers an irrational emotional response that makes us choose free items over better alternatives.
Introducing money into a situation shifts it from a warm social interaction to a cold market transaction and often decreases overall motivation.