Read Montague, Your Brain Is (Almost) Perfect: How We Make Decisions (New York: Plume, 2007), 117.
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Brett W. Pelham, Matthew C. Mirenberg, and John T. Jones, «Why Susie Sells Seashells by the Seashore: Implicit Egotism and Major Life Decisions,» Journal of Personality and Social Psychology 82, no. 4 (2002): 469-87.
