简介
Why do smart people make irrational decisions every day? The answers will surprise you. Predictably Irrational is an intriguing, witty and utterly original look at why we all make illogical decisions. 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. Predicatably 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.
目录
A NOTE TO READERS
INTRODUCTION
How an Injury Led Me to Irrationality and to the Research Described Here
CHAPTER 1 The Truth about Relativity
Why Everything Is Relative--Even When It Shouldn't Be
CHAPTER 2 The Fallacy of Supply and Demand
Why the Price of Pearls--and Everything Else-Is Up in the Air
CHAPTER 3 The Cost of Zero Cost
Why We Often Pay Too Much When We Pay Nothing
CHAPTER 4 The Cost of Social Norms
Why We Are Happy to Do Things, but Not When We Are Paid to Do Them
CHAPTER 5 The Influence of Arousal
Why Hot Is Much Hotter Than We Realize
CHAPTER 6 The Problem of Procrastination and Self-Control
Why We Can't Make Ourselves Do What We Want to Do
CHAPTER 7 The High Price of Ownership
Why We Overvalue What We Have
CHAPTER 8 Keeping Doors Open
Why Options Distract Us from Our Main Objective
……
INTRODUCTION
How an Injury Led Me to Irrationality and to the Research Described Here
CHAPTER 1 The Truth about Relativity
Why Everything Is Relative--Even When It Shouldn't Be
CHAPTER 2 The Fallacy of Supply and Demand
Why the Price of Pearls--and Everything Else-Is Up in the Air
CHAPTER 3 The Cost of Zero Cost
Why We Often Pay Too Much When We Pay Nothing
CHAPTER 4 The Cost of Social Norms
Why We Are Happy to Do Things, but Not When We Are Paid to Do Them
CHAPTER 5 The Influence of Arousal
Why Hot Is Much Hotter Than We Realize
CHAPTER 6 The Problem of Procrastination and Self-Control
Why We Can't Make Ourselves Do What We Want to Do
CHAPTER 7 The High Price of Ownership
Why We Overvalue What We Have
CHAPTER 8 Keeping Doors Open
Why Options Distract Us from Our Main Objective
……
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