How would you feel if you were offered $10 of free money, but the person next to you is offered $90? Like most people, you may feel a little cheated.

Michael Shermer used examples such as this to piece together the parts of human psychology that have influenced the development of the modern market - proving we're not completely rational and self-centred when making economic choices.

It certainly pulls on a broad range of topics - touching upon everything from the joy of sex (which is surprisingly similar, biochemically speaking, to the joy of closing business deals) to our ancestors' tribal behaviour (which explains how we're all suckers for brands).

A historian of science, founder of the U.S. Skeptics Society and editor-in-chief of its magazine, Shermer presents a convincing and engaging read.