书名：Predictably Irrational怪诞行为学：可预测的非理性

作者：Dan Ariely丹·艾瑞里
出版社名称：HarperCollins
出版时间：2010
语种：英文
ISBN：9780062018205
商品尺寸：10.6 x 2.3 x 17.1 cm
包装：简装
页数：368 （以实物为准）
人们的行为和决策常常偏离理性，远非你想象的那样完美！诺贝尔经济学奖得主阿克尔洛夫、《黑天鹅》作者塔勒布、著名经济学家梁小民联袂推荐。长踞《纽约时报》《华尔街日报》畅销书排行榜。

生活中我们常有莫名其妙的举动。你真的会失控？一时冲动就是没道理可言？本书作者丹·艾瑞里告诉你：错！所有的现象，背后都有经济的力量！社会当实验室，真人做小白鼠，本书一语道破，用轻松幽默的方式告诉我们这是为什么，又该如何改变。他比别的所有经济学家都更好地揭示、解释了我们不可思议的行为背后的原因。

Predictably Irrational《怪诞行为学：可预测的非理性》是一本能让你恍然大悟的经济学，用行为经济学家的另类视角看世界，从此你看待生活的眼光会全然不同。

精彩书评：
“我们的现实生活中也有大量非理性现象，尤其在不确定的转型时期，这种现象更多。如前一段股市的暴涨和这一段的股市暴跌，深圳房市的暴涨和暴跌，自杀人数的增加等等。因此，行为经济学对转型的中国不仅有理论意义，而且有更多的现实意义。” ——梁小民 著名经济学家

“这将是未来几年最有影响力、也常被人们讨论的一本书。” ——丹尼尔·麦克法登2000年诺贝尔经济学奖得主

“一本很有意思的书，而且还让我们更加明智。” ——乔治·阿克罗夫2001年诺贝尔经济学奖得主

“这本书读来让人发笑，但会让你更有智慧。” ——丹尼尔·卡尼曼2002年诺贝尔经济学奖得主

“本书告诉我们，人们为什么总会犯愚蠢的错误，甚至是灾难性的错误。“人是理性的吗？”本书给出了一个言之凿凿的回答：不是！通过本书，你可以了解人们为什么总是做出太多匪夷所思的选择。” ——肯尼斯·阿鲁1972年诺贝尔经济学奖得主

“通过本书，你会从另一个全新的视角来认识你所做出的决定。” ——尼古拉斯·尼葛洛庞帝 全球著名网络大师

Predictably Irrationaldemonstrates how irrationality manifests itself in situations (often very peculiar and hilarious) where rational thought is expected. In this astounding book, groundbreaking in scope and totally original, Dan Ariely cuts to the heart of our strange behaviors and presents outstanding material that will keep every reader transfixed. He explains why honor codes are actually effective in reducting dishonesty in the workplace, why a 50-cent aspirin can cure a headache that a one-cent aspirin cannot, and, ultimately, why we make decisions contrary to our better judgement.
Predictably Irrational will help readers make better choices in their personal lives, their business lives, and about our collective welfare.
Review
“This is a wonderful, eye-opening book. Deep, readable, and providing refreshing evidence that there are domains and situations in which material incentives work in unexpected ways. We humans are humans, with qualities that can be destroyed by the introduction of economic gains. A must read!”  —Nassim Nicholas Taleb, New York Times bestselling author of The Black Swan: The Impact of the Highly Improbable

“Sly and lucid.... Predictably Irrational is a far more revolutionary book than its unthreatening manner lets on.”  —New York Times Book Review

“Surprisingly entertaining.... Easy to read.... Ariely’s book makes economics and the strange happenings of the human mind fun.”  —USA Today

“A fascinating romp through the science of decision-making that unmasks the ways that emotions, social norms, expectations, and context lead us astray.”  —Timemagazine

“In creative ways, author Dan Ariely puts rationality to the test.... New experiments and optimistic ideas tumble out of him, like water from a fountain.”  —Boston Globe

“An entertaining tour of the many ways people act against their best interests, drawing on Ariely’s own ingeniously designed experiments.... Personal and accessible.” —BusinessWeek

在做生活中的各种决策时，我们总是以为自己正在做出明智的、理性的选择。但是事实真的是这样吗?
在本书中，丹·艾瑞里带我们进入了行为经济学领域，通过一系列实验研究颠覆了人们曾经普遍认同的我们的行为是完全理性的假设。无论是咖啡、减肥，买一辆车还是谈恋爱，我们的决策行为中总是带有各种非理性。
找出存在于不同领域行为和决策背后的各种力量，针对影响我们个人、企业，以及公共生活的普遍问题，找出解决方法，这正是行为经济学所要做的。
非理性是人类的本能，是主宰人类行为和决策的隐性力量。然而，这些非理性的行为既不是随机的，也不是毫无意义的。它们是有系统的、可预测的。现在，就让我们一起走进这些可预测的非理性。
Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin?
Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?
When it comes to making decisions in our lives, we think we're making smart, rational choices. But are we?
In this newly revised and expanded edition of the groundbreaking New York Times bestseller, 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.

Dan Arielyis the bestselling author of Predictably Irrational, The Upside of Irrationality, and The (Honest) Truth About Dishonesty. He is the James B. Duke Professor of Psychology and Behavioral Economics at Duke University and is the founder of the Center for Advanced Hindsight. His work has been featured in the New York Times, the Wall Street Journal, the Washington Post, the Boston Globe, and elsewhere. He lives in North Carolina with his family.

How an Injury Led Me to Irrationality and to the Research Described Here
CHAPTER 1 The Truth about Relativity
Why Everything Is Relative—Even When It Shouldn’t Be
CHAPTER 2 The Fallacy of Supply and Demand
Why the Price of Pearls—and Everything Else—Is Up in the Air
CHAPTER 3 The Cost of Zero Cost
Why We Often Pay Too Much When We Pay Nothing
CHAPTER 4 The Cost of Social Norms
Why We Are Happy to Do Things, but Not When We Are Paid to Do Them
CHAPTER5The Power of Free Cookie
How Free Can Make Us Less Selfish
CHAPTER6 The Influence of Arousal
Why Hot Is Much Hotter Than We Realize
CHAPTER7 The Problem of Procrastination and Self-Control
Why We Can’t Make Ourselves Do What We Want to Do
CHAPTER8The High Price of Ownership
Why We Overvalue What We Have
CHAPTER9Keeping Doors Open
Why Options Distract Us from Our Main Objective
CHAPTER10 The Effect of Expectations
Why the Mind Gets What It Expects
CHAPTER 11 The Power of Price
Why a 50-Cent Aspirin Can Do What a Penny Apsirin Can’t
CHAPTER 12 The Cyle of Distrust
Why We Don’t Believe What Marketers Tell Us
CHAPTER 13The Context of Our Character, Part I
Why We Are Dishonest, and What We Can Do about It
CHAPTER 14 – The Context of Our Character, Part II
Why Dealing with Cash Makes Us More Honest
CHAPTER 15 – Beer and Free Lunches
What Is Behavioral Economics and Where Are the Free Lunches?
Thanks
List of Collaborators
Notes
Bibliography and Additional Readings

But how could they manipulate me? I suspect it’s because the Economist’s marketing wizards (and I could just picture them in their school ties and blazers) knew something important about human behavior: humans rarely choose things in absolute terms. We don’t have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly. (For instance, we don’t know how much a six- cylinder car is worth, but we can assume it’s more expensive than the four- cylinder model.)
In the case of the Economist, I may not have known whether the Internet- only subscription at $59 was a better deal than the print- only option at $125. But I certainly knew that the print and-Internet option for $125 was better than the print- only option at $125. In fact, you could reasonably deduce that in the combination package, the Internet subscription is free! “It’s a bloody steal-go for it, governor!” I could almost hear them shout from the riverbanks of the Thames. And I have to admit; if I had been inclined to subscribe I probably would have taken the package deal myself. (Later, when I tested the offer on a large number of participants, the vast majority preferred the Internet- and- print deal.)