Interesting article on the psychology behind how we make our decisions:

http://www.washingtonpost.com/wp-dyn/content/article/2006/12/31/ 
AR2006123100754.html?nav=rss_print/asection
( -or- http://tinyurl.com/y54xpy )

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Let's say you are buying a new car and you have decided that the  
things you care about are price and efficiency. Once you get to the  
showroom to negotiate over the price of the model you like, the  
salesman tells you he is not sure whether the price includes the high- 
tech stereo system that is on the floor model. Would you like him to  
check? Of course, you say.

As he goes off to talk with his manager, you now suddenly care about  
the sound system. When the salesman comes back with the "good news"  
that the sound system is included, a piece of information you would  
have previously considered irrelevant now makes it more likely you  
will buy the car at the salesman's price. Information that didn't  
matter has overruled information that does.

"People wait for information when they shouldn't, and once they wait,  
they infer from waiting that the information matters," said Shafir,  
who is now at Princeton University.

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-- Ed Leafe
-- http://leafe.com
-- http://dabodev.com




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