Why do intelligent individuals consistently engage in irrational decision-making patterns that defy standard economic logic? Dan Ariely, a professor of psychology and behavioral economics, utilizes his extensive academic background to dissect the hidden forces that shape human choices. By presenting a series of controlled experiments, he argues that our irrationality is not random or senseless, but rather systematic and predictable, allowing us to better understand and potentially improve our daily judgment.

The text is widely regarded as a foundational and accessible entry point into the field of behavioral economics for a general audience. Its reliance on relatable, experimental anecdotes makes complex psychological concepts highly digestible for readers without a specialist background.