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Predictably Irrational

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If you want some solid research to challenge partners who think that people buy for rational reasons (let's send them the brochure with our Legal 500 profile...), Predictaby Irrational by Dan Ariely is the book to read.

In the book he narrates a whole series of scenarios which he set up to test various theories.  Two examples:

• Why removing an alternative purchase that nobody chose could change the one they DID choose, and
  
• How to price a $5.00 product to sell - he tried 3 ways: $5.00 with free p&p; $2.50 + $2.50 p&p; or Free + $5.00 p&p.  You can see the answer to this particular test in a short video clip he created here.

We know that clients buy the individual lawyer, supported by the firm's brand.  This book unpacks some of the science behind how they choose.