I’m currently reading ‘Predictably Irrational‘ by Dan Ariely and am finding it fascinating. The book makes the case that while we like to believe that we are very rational creatures that make decisions based on past experiences and learned behaviors, many of our daily decisions are influenced by shared irrational though patterns. More so, we are so much more irrational than we think, that we are predictably irrational, meaning if we know what to look for, we can predict how people will react to situations though the reasons behind the decision might not make sense. The book details experiments conducted by Ariely at MIT and other universities that tested his theories about human behavior. Topics in the book range from why we are so compelled by the word ‘FREE!’, to why you like doing things until you get paid to do them, to why we procrastinate. If you liked ‘Freakonomics‘ you need to read this book. Highly recommended.