Dan Ariely gives a more detailed synopsis in his book Predictably Irrational http://www.amazon.com/gp/product/006135323X?ie=UTF8&tag=httpwwwhiph02-20 http://ww

Dan Ariely gives a more detailed synopsis in his book Predictably Irrational http://www.amazon.com/gp/product/006135323X?ie=UTF8&tag=httpwwwhiph02-20 http://www.amazon.com/gp/product/006135323X?ie=UTF8&tag=... Derek Sivers summarizes the book here in case you don't want to buy the book but I certainly recommend having it as a reference http://sivers.org/book/PredictablyIrrational http://sivers.org/book/PredictablyIrrational