Dan Ariely's Predictably Irrational is really good and the very first chapter discusses this exact phenomenon and some of the subtleties surrounding it. He als

Dan Ariely's Predictably Irrational is really good and the very first chapter discusses this exact phenomenon and some of the subtleties surrounding it. He also mentions it in one of his excellent TED talks: http://www.ted.com/speakers/dan_ariely.html http://www.ted.com/speakers/dan_ariely.html