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

Some month ago my business partner Malin Ströman suggested I should have a look at this TED talk by Dan Ariely where he, among many other topics, discusses the psychology of selections and prices.

I was really (REALLY) hooked and downloaded his first book immediately. And boy, this is good stuff. I will probably have to re-listen to it in a few months as this is really interesting but some things don’t stick the first time…
The goal for us is to realize the we are behaving irrational and plan for it. With this knowledge we can make better choices both for ourselves but also when conducting business.
You just have to read this book.