Dan Ariely, the researcher behind this, has done a lot of seriously cool work on human behavior (People call it behavioral economics, which makes it sound rathe

Dan Ariely, the researcher behind this, has done a lot of seriously cool work on human behavior (People call it behavioral economics, which makes it sound rather academic or wonkish). http://web.mit.edu/ariely/www/MIT/chapters.shtml http://web.mit.edu/ariely/www/MIT/chapters.shtml This somewhat personal essay is worth reading for many reasons: http://web.mit.edu/ariely/www/MIT/Papers/mypain.pdf http://web.mit.edu/ariely/www/MIT/Papers/mypain.pdf