Why I Always Buy the Same Sandwich

May 21, 2008

Until recently, I’d never given much thought to the fact that whenever I buy my lunch at the deli behind my office building, I always get the same sandwich (chicken, avocado, cheese, tomato and lettuce on multi-grain, in case you were wondering). Then I started reading Dan Ariely’s book Predictably Irrational and realised that I’d been “self-herding”.

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