Much of this book is dedicated to citing studies that look at the innate processes and influences of decision making. In fact, after a few chapters, you’ll likely get sick of reading about a study where the “A” group had to choose between $10 or $3…etc, etc. Makes you wonder: What do our tax dollars go toward funding in the name of "research"?
In order to comprehend what is behind each philosophical study, you need to read, re-read, and read slowly at that. Thankfully, Poundstone breaks his book down into very short chapters, giving each topic a brief place of its own.
At times the tempo of Priceless does pick up, especially when Poundstone discusses the theory behind every-day things like .99 pricing schemes and restaurant menu layout and design considerations. His (somewhat cynical) view on social networking and the price inversion of user-generated content provides a very interesting counterpoint. (Especially after I just finished reading Social Media Marketing for Dummies!)
Most of the time I recommend a book after reviewing it. I’m neither going to recommend nor condemn Priceless. It is a well assembled collection of primary research and analysis that is rich in philosophy and psychology. It seeks to explain the motivators behind why people make the purchasing and financial decisions that they do. A mover and shaker of the business world very well may be able to profit off of Poundstone's ideas and research.
Priceless is heavy reading, and definitely not everyone’s cup of tea. It’ll make you think though, assuming you can catch the drift of what Poundstone is saying.
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