Predictably Irrational

The Hidden Forces That Shape Our Decisions

Ariely, Dan 저자(글)

Harpercollins · 2010년 05월 01일

책 소개

A marvelous book... thought provoking and highly entertaining. --Jerome Groopman, New York Times bestselling author of How Doctors Think

"An important book. Full of valuable and entertaining insights that will make an impact on your business, professional, and personal life." -- Jack M Greenberg, Chairman, Western Union Company, Retired Chairman and CEO, McDonald's Corporation

Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin? Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?

When it comes to making decisions in our lives, we think we're making smart, rational choices. But are we? In this newly revised and expanded edition of the groundbreaking New York Times bestseller, Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. From drinking coffee to losing weight, from buying a car to choosing a romantic partner, we consistently overpay, underestimate, and procrastinate. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable--making us predictably irrational.

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작가정보

저자(글) Ariely, Dan

댄 애리얼리 (Dan Ariely)

현존하는 경제학자 가운데 댄 아리엘리만큼 수많은 지역을 돌아다니며 활발하게 활동하고 있는 이도 드물 것이다. 현재 MIT 미디어랩과 슬론 경영대학원의 행동경제학 전공 교수를 맡고 있으며, 보스턴 연방준비은행의 연구원과 듀크대학교의 방문교수로도 활동 중인 그는 미국을 대표하는 세계적인 경제학자이다. 뉴욕에서 태어나 이스라엘에서 성장한 그는 18살 때 마그네슘 폭발로 온몸의 70퍼센트가 넘는 부위에 3도 화상을 입었다. 이후 병원에서 오랫동안 생활하며 많은 사람들을 면밀히 관찰한 끝에, 의외로 많은 사람들이 상식 밖의 행동을 한다는 사실을 알고 이에 의문을 품게 되었다. 회복 후 텔아비브대학을 졸업한 그는 노스캐롤라이나대학에서 인지심리학 박사 학위를, 듀크대학에서 경영학 박사 학위를 받았다. 그는 사람들이 결정을 내리는 데 영향을 미치는 요소가 무엇인지 밝히는 데 주력해왔다. 특히 우리가 매일 아무렇지 않게 내리는 그 모든 상식 밖의 결정들을 모델화하는 것이 그의 주된 연구과제다. 놀라운 연구성과들을 거듭 발표하면서 세계 경제학계를 이끌 차세대 경제학자’로 여러 번 지명되기도 한 그는 처녀작 《상식 밖의 경제학》을 내면서 베스트셀러 작가 명함도 하나 더 추가하게 되었다. 이 책은 미국 아마존에서 비즈니스 부문 1위를 차지하는 등 장기 베스트셀러로 독자들의 뜨거운 반응을 얻고 있다. 그가 이 책을 통해 공개한 놀라운 진실들은 긴 시간에 걸쳐 연구에만 매진해온 그의 노력이 빚은 값진 성과물들이다. 이 책의 바탕이 되어준 그의 연구업적들은 이 책보다 일찍 <뉴욕타임스>와 <월스트리트저널>, <워싱턴포스트>, <보스턴 글로브> 지 등 여러 저명한 잡지들과, 일부 선구적인 학술지에 게재되어 큰 반향을 일으킨 바 있다.

목차

• Introduction How an Injury Led Me to Irrationality and to the Research Described Here
  
  Ch. 1 The Truth about Relativity: Why Everything Is Relative - Even When It Shouldn't Be
  
  Ch. 2 The Fallacy of Supply and Demand: Why the Price of Pearls - and Everything Else - Is Up in the Air
  
  Ch. 3 The Cost of Zero Cost: Why We Often Pay Too Much When We Pay Nothing
  
  Ch. 4 The Cost of Social Norms: Why We Are Happy to Do Things, but Not When We Are Paid to Do Them
  
  Ch. 5 The Influence of Arousal: Why Hot Is Much Hotter Than We Realize
  
  Ch. 6 The Problem of Procrastination and Self-Control: Why We Can't Make Ourselves Do What We Want to Do
  
  Ch. 7 The High Price of Ownership: Why We Overvalue What We Have
  
  Ch. 8 Keeping Doors Open: Why Options Distract Us from Our Main Objective
  
  Ch. 9 The Effect of Expectations: Why the Mind Gets What It Expects
  
  Ch. 10 The Power of Price: Why a 50-Cent Aspirin Can Do What a Penny Aspirin Can't
  
  Ch. 11 The Context of Our Character, Part I: Why We Are Dishonest, and What We Can Do about It
  
  Ch. 12 The Context of Our Character, Part II: Why Dealing with Cash Makes Us More Honest
  
  Ch. 13 Contst of Our Charcater
  
  Ch. 14 Beer and Free Lunches
  
  Ch. 15 Beer and Free Lunches
  
  Reflections and Anecdotes about Some of the Chapters
  
  Thoughts about the Subprime Mortgage Crisis and Its Consequences
  
  Thanks
  
  List of Collaborators
  
  Notes
  
  Bibliography and Additional Readings
  
  Index

출판사 서평

"A taxonomy of financial folly."--The New Yorker

"Ariely's book addresses some weighty issues . . . with an unexpected dash of humor."--Entertainment Weekly

"Ariely's intelligent, exuberant style and thought-provoking arguments make for a fascinating, eye-opening read."--Publishers Weekly

"In creative ways, author Dan Ariely puts rationality to the test. . . . New experiments and optimistic ideas tumble out of him, like water from a fountain."--Boston Globe

"Inventive. . . . An accessible account. . . . Ariely is a more than capable storyteller . . . If only more researchers could write like this, the world would be a better place."--Financial Times

"Surprisingly entertaining. . . . Easy to read. . . . Ariely's book makes economics and the strange happenings of the human mind fun."--USA Today

"Sly and lucid. . . . Predictably Irrational is a far more revolutionary book than its unthreatening manner lets on."--New York Times Book Review

"A delightfully brilliant guide to our irrationality--and how to overcome it--in the marketplace and everyplace."--Geoffrey Moore, author of Crossing the Chasm and Dealing with Darwin

"A fascinating romp through the science of decision-making that unmasks the ways that emotions, social norms, expectations, and context lead us astray."--Time magazine

"A marvelous book that is both thought provoking and highly entertaining, ranging from the power of placebos to the pleasures of Pepsi. Ariely unmasks the subtle but powerful tricks that our minds play on us, and shows us how we can prevent being fooled."--Jerome Groopman, New York Times bestselling author of How Doctors Think

"After reading this book, you will understand the decisions you make in an entirely new way."--Nicholas Negroponte, founder of MIT's Media Lab and founder and chairman of the One Laptop per Child non-profit association

"An entertaining tour of the many ways people act against their best interests, drawing on Ariely's own ingeniously designed experiments. . . . Personal and accessible."--BusinessWeek

"Dan Ariely is a genius at understanding human behavior: no economist does a better job of uncovering and explaining the hidden reasons for the weird ways we act, in the marketplace and out. PREDICTABLY IRRATIONAL will reshape the way you see the world, and yourself, for good."--James Surowiecki, author of The Wisdom of Crowds

"Dan Ariely's ingenious experiments explore deeply how our economic behavior is influenced by irrational forces and social norms. In a charmingly informal style that makes it accessible to a wide audience, PREDICTABLY IRRATIONAL provides a standing criticism to the explanatory power of rational egotistic choice."--Kenneth Arrow, Nobel Prize in Economics 1972, Professor of Economics Stanford University

"Freakonomics held that people respond to incentives, perhaps in undesirable ways, but always rationally. Dan Ariely shows you how people are deeply irrational, and predictably so."--Chip Heath, Co-Author, Made to Stick, Professor, Stanford Graduate School of Business

"Predictably Irrational is an important book. Full of valuable and entertaining insights that will make an impact on your business, professional, and personal life."--Jack M Greenberg, Chairman, Western Union Company, Retired Chairman and CEO, McDonald's Corporation

"Predictably Irrational is clever, playful, humorous, hard hitting, insightful, and consistently fun and exciting to read."--Paul Slovic, Founder and President, Decision Research

"PREDICTABLY IRRATIONAL is a charmer-filled with clever experiments, engaging ideas, and delightful anecdotes. Dan Ariely is a wise and amusing guide to the foibles, errors, and bloopers of everyday decision-making."--Daniel Gilbert, Professor of Psychology, Harvard University and author of Stumbling on Happiness

"PREDICTABLY IRRATIONAL is a scientific but imminently readable and decidedly insightful look into why we do what we do every day...and why, even though we 'know better, ' we may never change."--Wenda Harris Millard, President, Media, Martha Stewart Living Omnimedia

"PREDICTABLY IRRATIONAL is wildly original. It shows why--much more often than we usually care to admit--humans make foolish, and sometimes disastrous, mistakes. Ariely not only gives us a great read; he also makes us much wiser."--George Akerlof, Nobel Laureate in Economics, 2001 Koshland Professor of Economics, University of California at Berkeley

"The most difficult part of investing is managing your emotions. Dan explains why that is so challenging for all of us, and how recognizing your built-in biases can help you avoid common mistakes."--Charles Schwab, Chairman and CEO, The Charles Schwab Corporation

"This is a wonderful, eye-opening book. Deep, readable, and providing refreshing evidence that there are domains and situations in which material incentives work in unexpected ways. We humans are humans, with qualities that can be destroyed by the introduction of economic gains. A must read!"--Nassim Nicholas Taleb, New York Times bestselling author of The Black Swan: The Impact of the Highly Improbable

기본정보

ISBN	9780062018205 ( 0062018205 )
발행(출시)일자	2010년 05월 01일
쪽수	348쪽
크기	165 * 241 * 30 mm / 179 g
총권수	1권
언어	영어

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