About the author
Dan Ariely is an Israeli-American professor and author whose work presents behavioral economics through experiments about comparison, expectations, pricing, social norms, self-control, and dishonest behavior.
Predictably Irrational brought that research style to a wide audience. Its demonstrations are designed to show that context changes decisions in patterned ways, though readers should distinguish memorable examples from effects that generalize to every setting.
Where to start
Start with Predictably Irrational: The Hidden Forces That Shape Our Decisions for an experiment-driven introduction to systematic errors in everyday choice.
