Thinking is difficult and sometimes unpleasant.

Brands communicate in two directions: they help us tell other people something about ourselves, but they also help us form ideas about who we are.

Ownership is not limited to material things. It can also apply to points of view. Once we take ownership of an idea - whether it’s about politics or sports - what do we do? We love it perhaps more than we should. We prize it more than it is worth. And most frequently, we have trouble letting go of it because we can’t stand the idea of its loss. What are we left with then? An ideology - rigid and unyielding.

The experiments show quite clearly that, as you resist more and more temptation, you're actually more and more likely to fail.

Money are very difficult to think about. So, we think about money as the opportunity cost of money. So, we at some point went to a Toyota dealership and we asked people, what will you not be able to do in the future if you bought this Toyota?

Even the most analytical thinkers are predictably irrational; the really smart ones acknowledge and address their irrationalities.

Once we start thinking of ourselves as polluted, there is not much incentive to behave well, and the trip down the slippery slope is likely.