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1、USA$25.95CANADA$27.95•Whydoourheadachespersistaftertakingaone-centaspirinbutdisappearwhenwetakea50-centaspirin?•WhydoesrecallingtheTenCommandmentsreduceourtendencytolie,evenwhenwecouldn'tpossiblybecaught?•Whydowesplurgeonalavishmealbutcutcouponstosave25centsonacanofsoup?•
2、Whydowegobackforsecondhelpingsattheunlimitedbuffet,evenwhenourstomachsarealreadyfull?•Andhowdidweeverstartspending$4.15onacupofcoffeewhen,justafewyearsago,weusedtopaylessthanadollar?henitcomestomakingdecisionsinourlives,wethinkwe'reincontrol.Wethinkwe'remakingsmart,ration
3、alchoices.Butarewe?Inaseriesofilluminating,oftensurprisingexperiments,MITbehavioraleconomistDanArielyrefutesthecommonassumptionthatwebehaveinfundamentallyrationalways.Blendingeverydayexperiencewithgroundbreakingresearch,Arielyexplainshowexpectations,emotions,socialnorms,a
4、ndotherinvisible,seeminglyillogicalforcesskewourreasoningabilities.Notonlydowemakeastonishinglysimplemistakeseveryday,butwemakethesametypesofmistakes,Arielydiscovers.Weconsistentlyoverpay,underestimate,andprocrastinate.Wefailtounderstandtheprofoundeffectsofouremotionsonwh
5、atwewant,andweovervaluewhatwealreadyown.Yetthesemisguidedbehaviorsareneitherrandomnorsenseless.They'resystematicandpredictable—makinguspredictablyirrational.Fromdrinkingcoffeetolosingweight,frombuyingacartochoosingaromanticpartner,Arielyexplainshowtobreakthroughthesesyste
6、maticpatternsofthoughttomakebetterdecisions.PredictablyIrrationalwillchangethewayweinteractwiththeworld—onesmalldecisionatatime.0208DANARIELYistheAlfredP.SloanProfessorofBehavioralEconomicsatMIT,whereheholdsajointappointmentbetweenMIT'sMediaLaboratoryandtheSloanSchoolofMa
7、nagement.HeisalsoaresearcherattheFederalReserveBankofBostonandavisitingprofessoratDukeUniversity.ArielywrotethisbookwhilehewasafellowattheInstituteforAdvanceStudyatPrinceton.Hisworkhasbeenfeaturedinleadingscholarlyjournalsandavarietyofpopularmediaoutlets,includingtheNewYo
8、rkTimes,theWallStreetJournal,theWashingtonPost,theBostonGlobe,ScientificAmerican,andScience.Arie
