I'm reading a really interesting book right now, "Predictably Irrational" by Dan Ariely.  I'm only just into it but it shows how context can heavily influence decision making behaviour, particularly financial decisions, leading to illogical choices.


From Wikpedia;

"Predictably Irrational: The Hidden Forces That Shape Our Decisions is a 2008 book by Dan Ariely, in which he challenges readers' assumptions about making decisions based on rational thought.  Ariely explains, "My goal, by the end of this book, is to help you  fundamentally rethink what makes you and the people around you tick. I  hope to lead you there by presenting a wide range of scientific  experiments, findings, and anecdotes that are in many cases quite  amusing. Once you see how systematic certain mistakes are--how we repeat  them again and again--I think you will begin to learn how to avoid some  of them".^[1] "

"Dan Ariely (born April 29, 1968) is an Israeli American professor of psychology and behavioral economics.^[1] He teaches at Duke University and is the founder of The Center for Advanced Hindsight.^[2]"