Predictably Irrational by Dan Ariely

We think we make decisions based on rational thinking.  We think we are in control of the decisions we make.  That's what we'd like to think but that is not reality.

Ariely has done a great deal of research investigating the factors that influence choice.  He has looked at emotions, social norms, and a variety of other factors.  Carefully planned experiments identify many of the factors that influence choice.  If you have ever wondered why you (or someone else) has made a rationally inexplicable choice, Ariely's book will be enlightening.

Because I gave this book a positive review ... will that influence your decision to read the book?  Will the catchy title, the colors of the cover, the book's location on the sales shelf influence your decision?  Read the book and find out!