Predictably Irrational: The Hidden Forces That Shape Our Decisions By Dan Ariely 280 pp., $25.95 Nudge: Improving Decisions About Health, Wealth, and Happiness By Richard H. Thaler and Cass R. Sunstein Yale University, 293 pp., illustrated, $26 Near the beginning of "The Hidden Persuaders" (1957), Vance Packard quoted from Advertising Age magazine the first principle of the new science of ... (Full article: 849 words)
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