Predictably Irrational - Dan Ariely
Prices are affected by anchors and memory of those anchors
Zero - Free - Emotionally hot button - when free we forget downside
Social Norms vs. Market Norms - Market norms force out social norms
We under predict passion on our behavior - Looking from one emotional state to another is difficult
Fleeting impulses distract from long term goals
Procrastination - means for tomorrow
Tight restrictions on freedom is best cure for procrastination
Self control credit card to limit spending
