TAILIEUCHUNG - Predictably irrational the hidden forces that shape our decisions

Why do smart people make irrational decisions every day? The answers will surprise you. Predictably Irrational is an intriguing, witty and utterly original look at why we all make illogical decisions. Why can a 50p aspirin do what a 5p aspirin can't? If an item is "free" it must be a bargain, right? Why is everything relative, even when it shouldn't be? How do our expectations influence our actual opinions and decisions? In this astounding book, behavioural economist Dan Ariely cuts to the heart of our strange behaviour, demonstrating how irrationality often supplants rational thought and that the reason for. | USA CANADA 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 25 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 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 rhe 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. 0208 DAN ARIELY is the Alfred p. Sloan Professor of Behavioral Economics at MIT where he holds a joint appointment between MIT s Media Laboratory and the Sloan School of Management. He is also a researcher at the Federal Reserve Bank of Boston and a visiting

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