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Business2.0: Inside the (Twisted) Mind of the Average Consumer

Business2.0: Inside the (Twisted) Mind of the Average Consumer
Ariely is one of a new generation of researchers shaking up classical economics by challenging some of its bedrock principles -- that people act rationally and in their own best interest, and that they know what goods and services are worth to them. In other words, principles on which billion-dollar business decisions are based every day.

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