The Hidden Forces That Shape Our Decisions
Dan Ariely
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.
Review
Predictably Irrational reveals the hidden psychology behind decision-making, insights that have fundamentally changed how I approach design. Through clever experiments, Ariely demonstrates how irrational behaviours follow consistent patterns, proving that aesthetics and functionality alone don’t drive user choices.
The book’s “decoy effect” reshaped our pricing page layouts, strategically placing a mid-tier option to boost premium conversions by 22%. Ariely’s “anchoring” principle also influenced our rebranding work, we now intentionally sequence colour palettes and font choices to guide client preferences predictably. Most powerfully, his “zero-cost fallacy” explained why “free” design add-ons (like icons) boosted sign-ups more than discounted upgrades.
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