Predictably Irrational: The Hidden Forces that Shape Our Decisions Paperback – 5 Mar 2009
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'For anyone interested in marketing - either as a practioner or victim - this is unmissable reading. If only more researchers could write like this, the world would be a better place.' Financial Times
‘A marvelous book that is both thought provoking and highly entertaining, ranging from the power of placebos to the pleasures of Pepsi. Ariely unmasks the subtle but powerful tricks that our minds play on us, and shows us how we can prevent being fooled.’ Jerome Groopman, New York Times bestselling author of How Doctors Think
‘PREDICTABLY IRRATIONAL is wildly original. It shows why―much more often than we usually care to admit―humans make foolish, and sometimes disastrous, mistakes. Ariely not only gives us a great read; he also makes us much wiser.’ George Akerlof, Nobel Laureate in Economics, 2001 Koshland Professor of Economics, University of California at Berkeley
From the Inside Flap
If the behaviours that skew our judgements were random or senseless, we'd be hard put to sort them out and make better decisions. But as the research described in this book shows, our irrationalities are, in fact, systematic. People will make the same types of mistakes over and over, in a predictive manner, because the causes of these behaviours are embedded in the very structure of our minds. This is why recognizing these mistakes and understanding them offers us a way to do better.
And that's the aim of this book: to leave the reader with new knowledge of human nature derived from a wide range of scientific experiments and findings, knowledge that will help all of us make better decisions in our personal life, our business life, and in the choices we all need to make about our collective welfare. --This text refers to an out of print or unavailable edition of this title.See all Product Description
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Top Customer Reviews
Here's the quick comparison:
- Ariely's book is pure pop science. Short, entertaining, 1st person, occasionally irritating anecdotal style, but you quickly get the message. However, if you're reading it now (2012), you may have already heard the same thing elsewhere.
Personal view: I found it too anecdotal, and too lightweight.
- Kahneman's book is the real deal. This is the bible of behavioural economics. Everything you need to know, written with clarity and detail, but also enough stories, short exercises and counterintuitive conclusions to keep you turning the pages.
Personal view: Long and challenging, but very rich and rewarding.
They usually consist of asking two or more differently informed groups of students questions about something. Actually, sometimes the author is a bit vague about the exact experimental conditions, how bias was eliminated from the experiment (particularly with respect to how questions were framed [what language was used] and how the participants were chosen [a few samples were decidedly small]) and how the many variables were isolated and controlled. So in that sense we must take Ariely's word for it. Also, he often vaguely summarises the results of these experiments with words such as "more than" and "most" instead of giving figures. If he were giving a lecture I would have asked him to clarify quite a few points. But all in all I think that this was an interesting book albeit a short one. It is a slim volume and the typeface is quite large. I'm a slow reader and I read it comfortably over two days.
Having read the book I was left a bit underwhelmed, because I found that I was already familar with both some of the research and a number of the concepts, and was tempted to give it 3 stars. However on reflection that's probably a bit unfair. This is actually a good book for people interested in learning about the field of behavioural economics. It's nicely written with a chatty style, and some of Ariely's research is very interesting.
Just a few snapshots to give you an idea of what this book covers. He looked at subscription packages for The Economist and found that and obviously bad deal led people to choose an option that was like it but obviously better (because it gave them a way to measure the options). In contrast when there were two options that were different but hard to compare they tended to just go for the cheap option.
In a maths test where subjects were given a cash reward based on the number of problems solved and were given an opportunity to cheat, he found that asking them to recall the Ten Commandments ahead of the test appeared to make them less likely to be dishonest.
And in taste tests people prefer Pepsi to Coke when tasting blind, but prefer Coke to Pepsi when they know in advance when they know what they are going to drink. This suggests that we prime ourselves to enjoy something we expect to enjoy.
If this all sounds 'obvious' to you, to some extent you are right (although there are many examples in this field that are counterintuitive).Read more ›
(1) There is an unremitting US-centricity here. All the examples and experiments are about typically US topics, all the conclusions are spelled out in a US context.
(2) The findings are often used as a launching point for some thoroughly unscientific moralising about how society ought to act differently.
(3) The experiments all seem rather narrow in scope. None is repeated and all seem to run on a rather small scale. It seems that as soon as one experiment throws light on a curious behaviour, it is time to move on to the next. I suspect the writers of 'Freakonomics' might have found more data to explore more fully aspects of the behaviour each time.
I was also annoyed by several chapters containing an appendix which appears right after the chapter, rather than all residing at the end.
On the plus side, Ariely writes engagingly and describes the experiments with a fair amount of humour. I paricularly enjoyed his descriptions of the experiment testing the effect of arousal on judgment.
Most Recent Customer Reviews
I bought this as a gift for fathers day, for the type of father who already has everything he wants and needs
He loved this gift and although I don't think he's finished... Read more
MIT Professor Dan Ariely needs no introduction; he is one of the biggest names in the field of Behavioural Economics. Read morePublished 12 days ago by Nick Michelioudakis
Great read; truly makes you wonder why wr make the everyday decisions that we do.Published 16 days ago by Amazon Customer
Very good book. Well written, good examples and easy to read. I loved the examples he used, the experiments done etc. This book was recommended to me so I wish to do the same.Published 2 months ago by Alex
Fantastic book - was recommended this a long time ago by a colleague at work and wish I'd read it sooner. Read morePublished 3 months ago by Ryan
One of the best book I have read with practical consumer behaviour.Published 3 months ago by Amazon Customer