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Ariely identifies several key forces that drive our irrational behavior:

You're looking for a paper by Dan Ariely, specifically "Predictably Irrational" in PDF format. predeciblemente+irracional+dan+ariely+pdf

Expectations shape reality. When Ariely served beer with a few drops of balsamic vinegar but told people it was “special brew,” they loved it. When he told them the truth beforehand, they hated it. Similarly, people who were told a wine cost $90 (instead of $10) reported greater pleasure—and brain scans confirmed they actually enjoyed it more . Expectations physically change our experience. Ariely identifies several key forces that drive our