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1、USA$25.95CANADA$27.95•Whydoourheadachespersistaftertakingaone-centaspirinbutdisappearwhenwetakea50-centaspirin?•WhydoesrecallingtheTenCommandmentsreduceourtendencytolie,evenwhenwecouldn'tpossiblybecaught?•Whydowesplurgeonalavishmealbutcutcouponstosave25centsonaca
2、nofsoup?•Whydowegobackforsecondhelpingsattheunlimitedbuffet,evenwhenourstomachsarealreadyfull?•Andhowdidweeverstartspending$4.15onacupofcoffeewhen,justafewyearsago,weusedtopaylessthanadollar?henitcomestomakingdecisionsinourlives,wethinkwe'reincontrol.Wethinkwe're
3、makingsmart,rationalchoices.Butarewe?Inaseriesofilluminating,oftensurprisingexperiments,MITbehavioraleconomistDanArielyrefutesthecommonassumptionthatwebehaveinfundamentallyrationalways.Blendingeverydayexperiencewithgroundbreakingresearch,Arielyexplainshowexpectat
4、ions,emotions,socialnorms,andotherinvisible,seeminglyillogicalforcesskewourreasoningabilities.Notonlydowemakeastonishinglysimplemistakeseveryday,butwemakethesametypesofmistakes,Arielydiscovers.Weconsistentlyoverpay,underestimate,andprocrastinate.Wefailtounderstan
5、dtheprofoundeffectsofouremotionsonwhatwewant,andweovervaluewhatwealreadyown.Yetthesemisguidedbehaviorsareneitherrandomnorsenseless.They'resystematicandpredictable—makinguspredictablyirrational.Fromdrinkingcoffeetolosingweight,frombuyingacartochoosingaromanticpart
6、ner,Arielyexplainshowtobreakthroughthesesystematicpatternsofthoughttomakebetterdecisions.PredictablyIrrationalwillchangethewayweinteractwiththeworld—onesmalldecisionatatime.0208DANARIELYistheAlfredP.SloanProfessorofBehavioralEconomicsatMIT,whereheholdsajointappoi
7、ntmentbetweenMIT'sMediaLaboratoryandtheSloanSchoolofManagement.HeisalsoaresearcherattheFederalReserveBankofBostonandavisitingprofessoratDukeUniversity.ArielywrotethisbookwhilehewasafellowattheInstituteforAdvanceStudyatPrinceton.Hisworkhasbeenfeaturedinleadingscho
8、larlyjournalsandavarietyofpopularmediaoutlets,includingtheNewYorkTimes,theWallStreetJournal,theWashingtonPost,theBostonGlobe,ScientificAmerican,andScience.Arie
