Interesting explanation for our irrational buying decisions. The author explains in layman's terms why the allure of FREE! is so strong, why we should never put ourselves in a position to envy what we cannot afford, and why imprinting is not just a term that Stephenie Meyer came up with the tie up loose ends with werewolves and vampires. 
 Notes: 
 Most people don't know what they want unless they see it in context. So no matter the item, we usually take the one that is middle-of-the-road. If there are no similar items, we tend to not buy it. 
 We avoid comparing things that can not be easily compared. So if we are given the choice between two similar things and one not-so-similar thing, we will often choose the better of the two similar things. 
 We should always be sure to separate market norms from social norms. (i.e. Don't offer to pay your grandmother for Thanksgiving dinner.)