Dan Ariely's book, Predictably Irrational, among its other virtues, describes experimental behavioral economics results that reveal the fragility of social norms when these are forced into competition with market norms. It's a fascinating and sometimes profoundly disturbing book. I highly recommend it, even to those who have been casually following the literature in the area. (Fun to read, too.) Words and ideas I offer here may be used freely and without attribution.
