Book Review: Predictably Irrational
I was turned on to this book about three years ago by an Internet marketer I look up to in regards to his authenticity and his ability to lead and promote positive, ethical marketing: Mike Hill.
Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions by 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.”
MIT professor Dan Ariely has combined 20 years of research and some pretty amazing experiments showing time and time again our systematic way of behaving irrationally. The beauty of this book is that by understanding the predictably irrational nature of human beings we can market in a way that speaks to the majority based on how we know they are going to react (not how we THINK they are based on our own rational assumptions).
We can also learn how to make better decisions in our own lives when we become aware of the fact that we do, indeed, behave irrationally, step back, and think through our own processes a little deeper.
Five stars – this book is a must read!