In his 2008 book “Predictably Irrational,” Dan Ariely opens our eyes to our decision making process and how it can be used against us.
Everything is Relative.
Our choices are made in comparison to other options, and what we might lose or gain with these decisions. Unfortunately, all too often we don’t know the value of those options at all! For example, do you really know the price and quality of one television set over another?
If given a set of options, Ariely lays out the predictable choices in each: