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    Predictably Irrational: The Hidden Forces that Shape Our Decisions

    By: Daniel Ariely

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    Why can a 50p aspirin do what a 5p aspirin can't? If an item is "free" it must be a bargain‚ right? Why is everything relative‚ even when it shouldn't be? How do our expectations influence our actual opinions and decisions?

    In this astounding book‚ behavioural economist Dan Ariely cuts to the heart of our strange behaviour‚ demonstrating how irrationality often supplants rational thought and that the reason for this is embedded in the very structure of our minds.

    PREDICTABLY IRRATIONAL brilliantly blends everyday experiences with a series of illuminating and often surprising experiments‚ that will change your understanding of human behaviour. And‚ by recognising these patterns‚ Ariely shows that we can make better decisions in business‚ in matters of collective welfare‚ and in our everyday lives from drinking coffee to losing weight‚ buying a car to choosing a romantic partner.

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