I highly recommend reading "Predictably Irrational" by Dan Ariely if you thought this article was interesting. It covers exactly this subject and makes for fasc

I highly recommend reading "Predictably Irrational" by Dan Ariely if you thought this article was interesting. It covers exactly this subject and makes for fascinating reading. I picked up the book about a week ago via some other post linked here on HN and I'm loving it. http://www.amazon.com/Predictably-Irrational-Revised-Expanded-Edition/dp/0061353248/ref=sr_1_1?ie=UTF8&qid=1339561700&sr=8-1 http://www.amazon.com/Predictably-Irrational-Revised-Expande...