Predictably Irrational: The Hidden Forces that Shape Our Decisions
Dan Ariely
Harper
304 pages
Read in 2012
Read as an ebook

"An intelligent, lively, humorous and thoroughly engaging look at why we often make illogical decisions - a must-have for fans of 'Freakonomics' and 'Blink'.

Why does headache pain persist after taking an asprin that costs 1p, but disappear after swallowing a pill that costs 50 times that amount? Why does recalling the Ten Commandments reduce our tendency to lie? Why, after extensive research on a particular car model, can a random meeting with someone who expresses a negative opinion on the car change our decision to buy? Why do we make choices contrary to our better judgement? And what exactly is "better judgement"?

In this astounding book, behavioural economist Dan Ariely cuts to the heart of our strange behaviour. In 'Predictably Irrational' he demonstrates how irrationality often supplants rational thought - especially when we most 'need to be level-headed' - and explains why."