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# The Irrational Buyer: Why Logic Never Sold Anything You're probably telling yourself you're a rational person. When you buy something, you weigh the options, compare the specs, read the reviews, and make a sensible decision based on the facts. That's what you'd like to believe, anyway. Here's what actually happens: You walk past a bakery, catch a whiff of warm bread, and twenty seconds later you're walking out with a baguette you didn't plan to buy. Your gym membership—purchased in a burst of New Year optimism—has gone unused since March.