Ariely explores how "arbitrary coherence" affects our perception of value. Once we accept a first price (an "anchor"), it dictates how much we are willing to pay for that product and related products in the future.

A: Las Trampas del Deseo is the Spanish title for Ariely’s later book, The Upside of Irrationality . Do not confuse them.

: Hay documentos disponibles que resumen los puntos principales o presentan fragmentos del libro bajo el nombre Dan Ariely - Previsiblemente Irracional .