TY  - BOOK
AU  - Ariely, Dan 
TI  - PREDICTABLY IRRATIONAL: : Hidden Forces that Shape Our Decisions
SN  - 9780007368549
U1  - 153.83 
PY  - 2008///
CY  - London
PB  - Harper Collins
KW  - Decision making
KW  -  Judgment
KW  - Cognitive biases
KW  -  Consumer behavior
KW  -  Behavioral economics
N1  - In Predictably Irrational, Dan Ariely demonstrates that people do not make decisions in purely rational ways. Through a series of experiments and real-world examples, he shows how cognitive biases, emotions, social influences, expectations, pricing strategies, and context systematically affect human choices. Rather than being random, these irrational behaviors are often predictable, making it possible to understand and anticipate patterns in decision-making. The book is a foundational work in behavioral economics and economic psychology
ER  -