By David A. Fields
Look no further than the gas pumps to see the extraordinary, often nonsensical, choices made by shoppers reacting to comparisons. Prominent signs proclaim each brand's current price per gallon, making it easy to compare among alternatives. And people will drive miles out of their way or wait in line for what amounts to a dollar or two off their total bill.
You may be tempted to dismiss such behavior as irrelevant and only applicable to low-impact decisions like choosing a brand of gasoline or even a new computer. However, the truth is the vast majority of choices are strongly influenced by comparisons.
