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What's Chip Reading?

Predictably Irrational: The Hidden Forces That Shape Our Decisions

There have been a plethora of books in recent years that focus on brain function and how we decide in the ways that we do, and I have been reading a bunch of them. This particular book stands out in one way—Dan and his partners actually did most of the behavioral experiments that were written into the book!

It is rare in a couple of ways. Most books may have some research, but largely report on work that was done by other researchers. This one is written more in the first person. And—this is an eminently readable book. Dan speaks in understandable language rather than straying into technical language. The result is a good read that will have you nodding your head in recognition of what strange, predictably irrational creatures we humans are.


Dan Ariely


Harper Perennial



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