Predictably Irrational, Revised

任何行為都值得檢視，你沒有你想得那麼理性。
藉由行為經濟學，
了解我們天生不理性的怪癖，重新訓練自己做出最好的決策！

接受不理性，才是理性的開始！

‧我們如何看待錢這件事？ ‧為何免費常讓人更花錢？
‧為何人們會採用自己其實負擔不起的抵押貸款？
‧銀行家該拿多少薪酬？ ‧非理性如何引導我們的決策？
‧為何我們就是無法未雨綢繆？

《誰說人是理性的！》，這本長踞《紐約時報》、《華爾街日報》、《出版人週刊》暢銷排行榜著作，出了全新增訂版！
作者丹‧艾瑞利，杜克大學行為經濟學家，深切探索人類在做決策時，背後究竟隱藏什麼力量，其中包括造成金融危機的因素。針對人們不理性的行為如何導致2008年的金融危機，以及影響我們日常生活，艾瑞利運用大量有趣且立意新穎的心理學實驗，提供獨到的見解，告訴你如何趨吉避凶，克制自我不理性的傾向，極大化個人的幸福指數。

本書中文版《誰說人是理性的！：消費高手與行銷達人都要懂的行為經濟學》由天下遠見出版

Why do our headaches persist after taking a one-cent aspirin but disappear when we take a 50-cent aspirin?

Why does recalling the Ten Commandments reduce our tendency to lie, even when we couldn't possibly be caught?

Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?

Why do we go back for second helpings at the unlimited buffet, even when our stomachs are already full?

And how did we ever start spending $4.15 on a cup of coffee when, just a few years ago, we used to pay less than a dollar?

in control. We think we're making smart, rational choices. But are we?

In a series of illuminating, often surprising experiments, MIT behavioral economist Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. Blending everyday experience with groundbreaking research, Ariely explains how expectations, emotions, social norms, and other invisible, seemingly illogical forces skew our reasoning abilities.

Not only do we make astonishingly simple mistakes every day, but we make the same types of mistakes, Ariely discovers. We consistently overpay, underestimate, and procrastinate. We fail to understand the profound effects of our emotions on what we want, and we overvalue what we already own. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational.

From drinking coffee to losing weight, from buying a car to choosing a romantic partner, Ariely explains how to break through these systematic patterns of thought to make better decisions.

'Predictably Irrational' will change the way we interact with the world—one small decision at a time.