Predictably Irrational – The Hidden Forces that Shape Our Decisions  by Dan Ariely

So many forces can easily influence our behavior, relativity,social norms….Hell the so called rational mind is just another human being’s fantasy illusion? But knowing that doesn’t do much harm. Rational isn’t all about happiness,is it? It’s good to know the theory behind odd business promotion ways. For those powerful decision-markers, they don’t cheat. All they need to do is to know consumers better than themselves do.