Predictably Irrational - by Dan Ariely

'The hidden forces that shape our decisions'

Economists start with the assumption that all humans are fully informed, rational decision makers. They use this to form all of their economic theories and models. But, as Dan Ariely points out, we're NOT rational. In many cases, we're very IRRATIONAL: we make decisions that aren't in our own best interest. More than that, Dan recognised that we are irrational in very PREDICTABLE ways - we all make the same kinds of mistakes. He shows how we are influenced by things like comparisons, arousal, price, ownership and our own expectations. This is an absolutely phenomenal book with wide-ranging applications.

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