PREDICTABLY IRRATIONAL
Dan Ariely
Harper Collins, 2008
LEARNING OBJECTIVES:
• After reading this book, readers will be able to:
• Learn the principles of behavioral economics
• Learn how behavioral economics investigates what choices consumers make and why
• Learn why the law of supply and demand on which the standard economic theories is based is inaccurate
• Understand that people do not behave rationally as consumers and that we are irrational in our buying and spending habits
• Investigate how behavioral economics studies show that we continue to make the same mistakes repeatedly
• Investigate studies in behavioral economics which demonstrate that almost all people believe we should be honest yet almost all cheat when the risk is low
• Understand the behavioral economics theories that show how items, from menu items to TV sets, sell
Dan Ariely, Ph.D., is Alfred P. Sloan Professor of Behavioral Economics at the Massachusetts Institute of Technology
10 CE credits; 304 pages
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