The Hidden Forces That Shapes Our Decisions

Dan Ariely

Dan Ariely is an Israeli-American professor and author. He serves as a James B. Duke Professor of Psychology and Behavioral Economics at Duke University. 

He is founder of The Center for Advanced Hindsight research institution and co-founder of many companies like BEworks, Kayma, Genie, Timeful and Shapa. Apart from this, Ariely is the Chief Behavioral Economist of Qapital and the Chief Behavioral Officer of Lemonade. People admire him for his TED Talks. Ariely is the author of the three New York Times best sellers Predictably Irrational, The Upside of Irrationality, and The Honest Truth about Dishonesty. In 2018, Ariely was named one of the 50 most influential living psychologists in the world.


An amazing book that will make us think twice before taking any decision, a book that will make us think whether we are the ones who are driving our life or we are the victims being influenced and getting along with the crowd.

The book conveys a lot about consumer behavior, how a person regularly makes irrational decisions unknowingly. One might feel that they have cracked a great deal and made a rational decision, but eventually, the truth is something else. We are making the same mistakes again and again. The author is trying to make us aware of our mistakes. He is making us think by sighting out some real-life examples, where the reader can’t stop reading before knowing about his rationale behind it. The book talks about some interesting concepts through the examples which make the reader aware of the psychological traps where humans fall prey.

Ariely’s writing style is casual and easy to interpret, he explains complex concepts with relatable terms. He had tried to give us a bit of knowledge of Behavioral Economics. The book is divided into chapters which deal with different behavior where consumers have made predictably irrational decisions.

Ariely, by the end of the book, explains his motive to make us rethink ourselves and our decisions. He has tried to present a wide range of scientific experiments, findings, and anecdotes, which makes us believe that we repeat certain mistakes every time and this book is a learning for us to try and avoid some of them.

Who is this book for? 

The book is worth a read for anyone and everyone. It’s an eye-opener for those who believe that they make rational decisions as the book poses challenges to your assumptions about yourself.


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