The hidden forces that shape our decision

I'm now reading this book about what shape our decisions when we make a purchase.


This is really an interesting read.


Although the author, Dan Ariely, describe his research experiments, they were interestingly captivating.


Do you know why you are willing to pay S$5 for a cup of Starbuck coffee when you can get one in a coffeeshop for S$1?


Want to know, go read this book.