[PhilWright]

The problem with game theory is it does not take into account human psychology and often assumes everyone has perfect knowledge. Some people will buy from the lowest priced shop even when they know they could have bought at the guaranteed price shop instead. They will knowingly walk straight past the guaranteed shop. Why? Because they are shy about asking for the lower price and do not want to make a fuss. So to avoid any possibility of conflict they made a longer and less convenient journey. Someone else might be cynical and avoid the guaranteed priced shop because they think these statements mark out the shop as underhanded. People are not always rational and do not have perfect knowledge.

[rmbeard]

I suggest you read Camerer's Behavioral Game Theory or even a book on Evolutionary Game Theory, the former does take psychology into account and the latter allows for learning. A standard game theory book also consider imperfect information, e.g. Bayesian games. The most comprehensive game theory text is probably the one by Maschler and Solan.