[jnorthrop]

Practical Irrationality - Dan Ariely

It changed the way I think about pricing, among other things, forever. He makes some wild conclusions then backs them up with scientific experiments. Its a fun read to boot.

[steventruong]

I think you meant Predictably Irrational. I haven't heard of Practical Irrationality.

[jnorthrop]

Ooops! You're correct but it's too late for me to edit the post now. Maybe Ariely has some explanation why I can't get his title right.

[mixonic]

I agree, a fun & informative read!