Predictably Irrational

Predictably Irrational – Dan Ariely

We like to think of ourselves as rational beings who carefully weigh our choices. In reality, argues behavioral economist Dan Ariely, we are not only irrational, but irrational in consistent and predictable ways.

In Predictably Irrational: The Hidden Forces That Shape Our Decisions, Ariely, a professor at Duke University, uses entertaining and ingenious experiments to reveal the systematic mistakes we make every day. Why does a decoy option make another product look more attractive? Why do we overvalue things simply because we own them? Why can a free offer lead us to make poor choices? Why do expectations change the way something tastes, or how effective a medicine seems?

Ariely explores the influence of relativity, anchoring, social and market norms, procrastination, emotional arousal and the desire to keep our options open. He also investigates honesty and cheating, showing how small changes in context can make people more or less likely to behave ethically.

Written in a lively, personal and humorous style, the book connects these findings to everyday life, from shopping and dating to work, health and public policy, and suggests how understanding our biases can help us make better decisions.

An international bestseller, Predictably Irrational is one of the most popular introductions to behavioral economics, and a fascinating read for anyone curious about the hidden forces that shape their choices.