I am a fan of Dan Ariely's studies on behavioral economics. Here is a very interesting article (read it here) by Ariely on how some of today's internet giants take advantage of human mental flaws.
Personally, I find myself falling for Amazon's free shipping scheme (buying more items to get free shipping) and frequently anchoring (and comparing) the price I am willing to pay for in Apple App Store to the numerous free apps that are available - "free" is a powerful anchor.
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