Are we as rational as we think we are? Every day we make dozens of decisions from the simple (what cereal do we eat) to the complex and far-reaching (where will we live in retirement?) We like to think we are rational actors, making decisions through careful analysis of costs and benefits. However, new research shows that many additional factors influence our decisions. Understanding the forces that influence our decisions will help us to resist clever marketing ploys, make better consumer choices and feel more confident about our lives.