Predictably Irrational

By Dan Ariely

★★★★☆ (Recommended) Read in March, 2014

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The author, Dan Ariely, is extremely creative at designing psychological experiments exploring the subconscious mind. We often do things and form beliefs based on the most unconscious influences in relation to our environment or events. One example experiment in the book observes the likelihood of students cheating on a test. The group that's asked to recall the 10 commandments before the test, pass the moral test. The takeaway is something invisible in our lives are dictating our behaviors, and this book will crack the code and yield you the power to understand why you make the decisions that you do and start making rational decisions. It makes us conscious to design behavioral changing pattern in the most subtle context. This book is highly recommended for all.