Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions - Dan Ariely

Economics is often perceived as a coldly rational and theoretical analysis of numbers. However, before he wrote the The Wealth of Nations, Adam Smith explored The Theory of Moral Sentiments. He understood that, whether buying a house, choosing between romantic attractions, or participating in the current economic crisis, we, as individuals and as a nation, are making subtly imperceptible comparisons and choices that create a curious logic behind our human behavior. By exploring our emotions and the marketing gimmicks that exploit them, Dan Ariely’s insightful and fascinating Predictably Irrational (Harper Perennial, $15.99) provides case studies and illustrations which clearly place economics in the realm of social science.