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David Berreby…this sly and lucid book is not about your grandfather's dismal science. Ariely's trade is behavioral economics, which is the study, by experiments, of what people actually do when they buy, sell, change jobs, marry and make other real-life decisions…[Ariely] is good-tempered company—if he mentions you in this book, you are going to be called "brilliant," "fantastic" or "delightful"—and crystal clear about all he describes. But Predictably Irrational is a far more revolutionary book than its unthreatening manner lets on. It's a concise summary of why today's social science increasingly treats the markets-know-best model as a fairy tale.
—The New York Times