Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan ArielyMy rating: 4 of 5 stars
This book will take you on an impressive journey through the flawed jungle of human decision making. You will come to better understand your own susceptibility to discounts, deals, suggestion, priming and pipe dreams. You will have a better grasp on how far and wide the reach of placebo effect is on your actions and belief systems.
By the end of the book, you will fully accept the fact that you and everyone else in the world is biased, bar none. Mr. Ariely's observations, all reported from a deeply-rooted scientific approach, range from the preposterous to the profound. It is well-written and entertaining.
The book stops short of saying that "nothing is so but in thinking makes it so" and that is not Mr. Ariely's central message. Yet, I could not prevent this jaunty phrase from tripping through my thoughts from start to finish.
A worthy read, though. I'll never think of mummy ointment in quite the same way.
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