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Predictably Irrational: The Hidden Forces That Shape Our Decisions

Some years ago, behavioral economist Dan Ariely decided that the overheated market for Duke University basketball tickets might offer an interesting study in human behavior. Every fall, Duke students hoping to buy tickets for the upcoming hoops season cam

Predictably Irrational: The Hidden Forces That Shape Our Decisions
by Dan Ariely
(HarperCollins, $26)

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