For the decision of the people, their behaviors and conditions are effective.In our body hidden forces are presence to shape our decision.Nornally scientists and economists uses the traditional rational choice theory but Ariely refuse this idea and he gives examples to prove the idea of him called predictably Irrational.
Normally in economy demand and supply depent on eachother.But by the changing the retail prices you can manipulate the consumer by effecting the hidden characteristics and he or she can meke irrational choices.For example we have many hospitals with the same level of quality but if one of them is little bit expensive,somebody choice this hospital because in the mind of human `cheaper things are not qualitative`.So people can not think rationally because he wants to secure himself
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