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THIS IS YOUR BRAIN ON SHOPPING

…and it’s not very smart.

Most people who shop know the silliness of some pricing. From BOGO deals to the .9 cents on every gallon of gasoline we buy, we know that pricing plays many roles: it implies value, it encourages behavior (“Buy me!”), it provides context.

The Atlantic’s Derek Thompson shows us some of the ways in which we as shoppers are led – and sometimes misled – by pricing tactics. http://www.theatlantic.com/business/archive/2012/07/the-11-ways-that-consumers-are-hopeless-at-math/259479/