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Predictably Irrational: The Hidden Forces That Shape Our Decisions, by Dan Ariely

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The critical issue arises when FREE! becomes a struggle between a free item and another item—a struggle in which the presence of FREE! leads us to make a bad decision.
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Predictably Irrational: The Hidden Forces That Shape Our Decisions
Predictably Irrational: The Hidden Forces That Shape Our Decisions
by Dan Ariely
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