The authors argue that consumer valuation of goods and services are much more arbitrary than we think, and depend on several arbitrary "Components and prejudice. They describe the phenomenon of Tom Law, "in which Mark Twain Tom Sawyer discovered a great law of human behavior: that in order to make a man desire the thing, you just have to make things difficult to achieve. They introduce the concept of coherent arbitrariness "and show how arbitrary the uncertainties in a good or bad experience.
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by Dan Ariely, Uri Loewenstein, Drazen Prelec Source: Rotman School of Management, 4 pages . Publication Date: May 1, 2008. Prod. #: ROT061-PDF-ENG
