Being a numbers nerd, I have enjoyed the field of Economics’ lurch towards quantifying behavior. The utility or correctness of these lurches is, of course, debatable. One of the most interesting is the work in FREAKONOMICS which includes a book and a blog. These guys are trying to apply logical economic thinking to everyday stuff. My favorite is about the career prospects of people in the drug dealing industry or why they still live with Mom (chapter in the book).
Anyway, they have a new scientific endeavor to understand behavior – and how people use coin flipping to make decisions. I thought it was really funny. Go flip a coin to make a decision.