Predictably Irrational, Dan Ariely

Predictably Irrational: The Hidden Forces That Shape Our Decisions
I literally just finished this yesterday. It came recommended by a good friend of mine.

 

It’s all about how we are all not only irrational, but predictably so. A good example is seen in his example of the advert for a subscription to the Economist. The web-only subscription is $59, the print-only subscription is $125 and the print AND web subscription is $125. Most of his students picked the print and web subscription. But when the print-only subscription was removed, most students went for the web only. Nobody in either case picked the print-only subscription.

He explains that none of this has anything to do with rationality, but that the print-only subscription is placed deliberately as a decoy.

He looks at why we behave irrationaly when offered anything free, why a cheap asprin doesn’t cure a headache quite so well as an expensive one, and so on. It was an enjoyable read, however I did find it to be a little repetitive and over long.