Ariely. Tellin' ya. It's Kahnemann with jokes and charming personal anecdotes. He basically rolls right into Predictably Irrational with "is it better to rip off the bandage or pull it off slowly? I suffered 2nd and 3rd degree burns over 80% of my body when a flare blew me up while training with the IDF, so bandages consumed a fair amount of my thinking. Then I tested on myself and rolled it into an undergrad thesis and now I study behavioral economics at MIT. By the way, I look just like a burn victim so personal attractiveness and other markers for relationships have also weighed heavily on my mind, so I spent several years studying relationships to figure out how I tricked my wife into falling in love with me."