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Interesting book. Indeed, people are often irrational. But Ariely misses one of the obvious and major reasons people make SEEMINGLY irrational decisions, that are actually quite reasonable and rational from an individual perspective. Our society has increasingly alienated people from individual responsibility and from other citizens, and it has taken the risk out of making decisions. For over 60 years now, citizens have been detached from the effects of their negative decisions, whether concerning lifestyle or the effects of bad financial choices. With a constant barrage of government-sponsored propaganda; emotionalism and group-politics have replaced rationality as the bases for decision-making. And modern U.S. government propaganda is the most effective in history, as it employs all the lessons learned and techniques of behavior manipulation from the disciplines of sociology, psychological warfare, and psychology over the past 100 years. There are ongoing propaganda programs promoting government provided medical care, unemployment insurance, welfare and social security benefits, free monthly income even for young people, and the chance of filing a lawsuit or getting the government involved when investments go bad. The government conditions citizens to incorrectly believe that correlation is the same as causation; and that appearance and emotional intent are the same as results. The government's goal: promote reliance on government and avoidance of individual responsibility, thought and judgment. Why? To insure ease of public manipulation and the political power of certain groups.
For example, during the recent "subprime mortgage crisis," which Ariely cites as an example of irrationality, all parties behaved rationally and reasonably, EXCEPT the supposedly rational U.S.Read more ›
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Alas, I read “Thinking, Fast and Slow (TFS)” before I read this book. So, a lot of stuff in this seemed to be a repetition.
So, how is this different from TFS. While both the books are on the subject of Behavioral Economics, hower, Dan has kept the topics brief and discussions to the point, so that the interest is sustained. While he would have conducted innumerable number of experiments in course of the research, he has only referred to a select few in this book. And whatever his criteria for selection was, it was pretty good, as it kept the interest of the readers on. I would prefer it over TFS
A brief overview of the interesting concepts in this book, which can of good use in product and pricing decisions are: Relativity – to make a line look smaller (or a product affordable), draw a bigger line next to it (or a more expensive model). You need not really put an effort to sell the expensive model, but it gives a relative idea. The important thing is that the products should be comparable, as human mind cannot function with incomparables.
Anchoring – Daniel had labored on this a lot in his book TFS. For a consumer to make a purchase, an appropriate anchor is important, which could be even the MRP. So, low MRP does not necessarily help to sell. The interesting revelation was that “ our first decisions resonate over a long sequence of decisions”!! So, get the customer first.Read more ›
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35 of 52 people found the following review helpful
There are some problems with this book. I'll give specific examples (there are lots of them, so I'll only give an abbreviated listing to try to keep the review readable). Some examples are by chapter and others are by page number.
General problems:
1. I have no doubt that this author is a bright guy, but he is not an economist. He does not do his best work when he tries to use formal economic reasoning in his service and he looks even more foolish when he tries to debunk what economists have already hashed out.
2. The book really wanders off topic in more than a few chapters. WAY off topic. I had to remind myself several times that *this is a book about irrationality* (or at least that is what it was supposed to be).
3. This book was written before Daniel Kahnemann's "Thinking, Fast and Slow," but it sure does seem like a lot of psychologists quote the same experiments OVER AND OVER. There is a good bit of overlap between what Kahnemann wrote and what is covered here, and so I'll try to cover what was different in this book to the aforementioned. (Was it really such news that human beings are not calculators/ economists and that they are likely to make reasoning errors accordingly?)
4. We don't know about the external validity (i.e., how well do these things work in the REAL WORLD outside of the lab) of his experiments (1) and following that (2), how well do the experiments scale up (as in, to the scale of a whole country)? He could be blowing smoke. Already in his last book (...Read more ›
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This item: Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions
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