Predictably Irrational: The Hidden Forces That Shape Our Decisions

by Dan Ariely

With everything you do, in fact, you should train yourself to question your repeated behaviors.

Socrates said that the unexamined life is not worth living.

when a social norm collides with a market norm, the social norm goes away for a long time. In other words, social relationships are not easy to reestablish. Once the bloom is off the rose—once a social norm is trumped by a market norm—it will rarely return.

The second quirk is that we focus on what we may lose, rather than what we may gain.