Why do text messages cost money while e-mails are free? How does Apple persuade people to pay for music instead of downloading it for nothing? In Priceless, bestselling author William Poundstone reveals how we perceive value and why businesses set the prices we pay. Rooted in the emerging field of behavioural decision theory, Poundstone reveals the secrets that multinationals ¿ including Microsoft, Coca-Cola, Nestle, Nokia and Mercedes ¿ are willing to pay millions for from so-called price consultants. Revealing how conventional economics gets it all wrong, this is a stunning exposé of how irrational we all are and how global businesses are taking advantage.