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Book Review: Predictably Irrational by Dan Ariely
22 June, 2009
By Bryan Lower
Classical economics assumes human beings are rational actors trying to satisfy their own self-interests. That assumption is wrong.
Predictably Irrational: The Hidden Forces That Shape our Decisions, Dan Ariely, 2008, Harper Collins, $25.95
Dan Ariely?s research into human behavior challenges our assumptions about decision-making in everything from economic choices to moral dilemmas. We like to think we can objectively take in all the available data, weigh the options based on our preferences, and make a rational choice. When scientists look at our actual behavior, we are not nearly as high minded as we pretend to be.
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