You Are Not So Smart: Why You Have Too Many Friends on Facebook, Why Your Memory Is Mostly Fiction, and 46 Other Ways You're Deluding Yourself

by David McRaney

Brand Loyalty THE MISCONCEPTION: You prefer the things you own over the things you don’t because you made rational choices when you bought them. THE TRUTH: You prefer the things you own because you rationalize your past choices to protect your sense of self.