I finally finished this book and it was brilliant. It has flavours of several other I’ve read, like “Why We buy”, but Dan puts across numerous examples of studies (and the results) in the book and I never realised the stark difference between 1 cent and free and I’m now soooo aware of market and social norms. Really good read and thoroughly recommended.

Note: This book was hard to get hold of, I finally got it from Amazon.com in the USA but was well worth it.