It happens. Often. Why? We just secured an interview with Ori Brafman, co-author of Sway: The Irresistible Pull of Irrational Behavior (Doubleday Business, 2008), to discuss our Dark Side (well, he calls if “different hidden forces” and “psychological undercurrents”). For example, look at the story of Harvard Business School students who paid $204 for a twenty-dollar bill.

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