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The Why Axis: Hidden Motives and the Undiscovered Economics of Everyday Life by Uri Gneezy, John List (Paperback, 2015)
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ISBN-13: 9781847946751, 978-1847946751. Based on groundbreaking original research, The Why Axis is a colourful examination of why people do what they do - and how effective incentives can spur people to change their behaviour and achieve more.