I just spent $4.80 on 1 scoop of boysenberry ice cream and could have gotten a 1L tub for the same price at the super. Logically and rationally I can see now that this was probably not an wise economically decision but when I was looking at the price list at the counter:

• Small – $4.80
• Regular – $5.80
• EXTRA – $7.20

The small was the most value add option. Behavioral economist Dan Ariely, author of best seller Predictably Irrational, delivered a talk at the TED Conference in 2008 on how we make decisions, and how these decisions are not necessarily the logical choice.

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