Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely
My rating: 5 of 5 stars
Ariely explains how all humans are irrational in certain circumstances. He discusses how we attribute value to something, and how marketing exploits us to attribute more value to something. How we regularly make choices that reduce our ability to be content with our choices.
He explains how money itself - or it's absence- causes us to view decisions in an entirely irrational light.
Other things influence our decisions in a way we would ourselves not predict: social norms, arousal, placebos, and even the cost of placebos.
I think this is an extremely important book in helping people to understand how very difficult it is for all of us to be objective, though we all believe ourselves to be.
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