� The psychologist, Paul Rozin, an expert on disgust, observed that a single cockroach will completely wreck the appeal of a bowl of cherries, but a cherry will do nothing at all for a bowl of cockroaches. � � Daniel Kahneman

� Our comforting conviction that the world makes sense rests on a secure foundation: our almost unlimited ability to ignore our ignorance. � � Daniel Kahneman

� A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact. � � Daniel Kahneman