"we humans are knuckleheads. that’s what you will surmise from the countless entertaining studies and anecdotes that ariely describes in this fantastic book about behavioral economics. why else would we let something as seemingly irrelevant as a social security number determine how much we’d pay for a bottle of wine? why else would we easily steal a pen, but wouldn’t consider taking the cash equivalent of that pen? why else would we pick a beer that we don’t want just if it was the only one not ordered by our friends? these are the type of things that ariely seeks to uncover in “predictably irrational” and, which, coincidentally act as a fantastic support for the financial behaviors i describe in how to take advantage…. ironically, however, the fact that ariely is so successful at explainin"
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