Predictably Irrational: The Hidden Forces That Shape Our Decisions

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9780061353239: Predictably Irrational: The Hidden Forces That Shape Our Decisions

  • Why do our headaches persist after taking a one-cent aspirin but disappear when we take a 50-cent aspirin?
  • Why does recalling the Ten Commandments reduce our tendency to lie, even when we couldn't possibly be caught?
  • Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?
  • Why do we go back for second helpings at the unlimited buffet, even when our stomachs are already full?
  • And how did we ever start spending $4.15 on a cup of coffee when, just a few years ago, we used to pay less than a dollar?

When it comes to making decisions in our lives, we think we're in control. We think we're making smart, rational choices. But are we?

In a series of illuminating, often surprising experiments, MIT behavioral economist Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. Blending everyday experience with groundbreaking research, Ariely explains how expectations, emotions, social norms, and other invisible, seemingly illogical forces skew our reasoning abilities.

Not only do we make astonishingly simple mistakes every day, but we make the same types of mistakes, Ariely discovers. We consistently overpay, underestimate, and procrastinate. We fail to understand the profound effects of our emotions on what we want, and we overvalue what we already own. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational.

From drinking coffee to losing weight, from buying a car to choosing a romantic partner, Ariely explains how to break through these systematic patterns of thought to make better decisions. Predictably Irrational will change the way we interact with the world—one small decision at a time.

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From the Back Cover:

Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin?

Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?

When it comes to making decisions in our lives, we think we're making smart, rational choices. But are we?

In this newly revised and expanded edition of the groundbreaking New York Times bestseller, Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. From drinking coffee to losing weight, from buying a car to choosing a romantic partner, we consistently overpay, underestimate, and procrastinate. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational.

About the Author:

Dan Ariely is the James B. Duke Professor of Psychology and Behavioral Economics at Duke University. He is the founder and director of the Center for Advanced Hindsight. His work has been featured in many outlets, including the New York Times, the Wall Street Journal, the Washington Post, the Boston Globe, and others. He lives in Durham, North Carolina, with his wife, Sumi, and their two creative children, Amit and Neta.



Simon Jones has been featured in nine Broadway productions, was Bridey in PBS's Brideshead Revisited, and the voice of Arthur Dent in the acclaimed Hitchhiker's Guide series.

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