This and many of such psychological effects are described brilliantly in Dan Ariely's book Predictably Irrational. Amazon link : http://www.amazon.com/Predicta

This and many of such psychological effects are described brilliantly in Dan Ariely's book Predictably Irrational. Amazon link : http://www.amazon.com/Predictably-Irrational-Revised-Expanded-ebook/dp/B002C949KE/ref=dp_kinw_strp_1?ie=UTF8&m=AG56TWVU5XWC2 http://www.amazon.com/Predictably-Irrational-Revised-Expande... He also talks about all the experiments he did to support such claims.