Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions

Human behavior is inherently irrational. It’s driven less by logic and more by hidden forces that exert a surprisingly strong influence on how we live our lives.

And in this book, Dan Ariely explains what those forces are.

In many cases, these behaviors don’t make any rational sense until you start tracing them back to the psychological traits that cause them.

This is so important for marketers to understand. Your customers aren’t logic machines who always do the most sensible thing. Instead they’re living, breathing organisms with opinions, biases, emotions, and misperceptions that cause them to do some truly irrational things.

But by understanding why we do the sometimes-crazy things that we do, you’ll be in a much better position to help influence the behavior of your potential customers.