Summary Of Predictably Irrational By Dan Ariely

Going through severe pain changes a person, it changes the way one thinks, it changes how one sees the world. For Dan Ariely, an unforeseen explosion at the age of eighteen turned his life around and left him in critical condition. Third degree burns covering almost a third of his body kept him covered in bandages for three years and had him analyzing the nurses’ decisions. The exploration of why and how the caretakers chose to treat the patients led Ariely, a behavioral economist, to write Predictably Irrational: The Hidden Forces That Shape Our Decisions. The author performs a series of social experiments and discusses how little control we have over the choices we make on a daily basis. Human beings make decisions based on many factors,
But, as the results presented in this book (and others) show, we are far less rational in our decision making...Our irrational behaviors are neither random nor senseless - they are systematic and predictable. We all make the same types of mistakes over and over, because of the basic wiring of our brains” (Ariely). Ariely’s novel dives into the depths of ones subconscious when making a decision. Whether it is what house to buy, where to go on vacation or who is better looking one’s decision although not always rational can often be predicted based on what other options are given. It all leads to the fact that decisions are often based on relativity, the first chapter of the novel testifying “Why everything is relative-Even when it shouldn’t be”(Ariely). After reading this statement many might wonder if they are really making the best choice and if not can a person prevent himself or herself from being
Ariely introduces what he calls, a decoy, used by marketing professionals and many global companies in order to get the consumer to spend more money. The job of the decoy is to allow the buyer to compare two options, with a clear superior, encouraging the purchase of a certain product. “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”(Ariely). For example, if a man is looking to buy a car the salesperson, who wants to sell a Ford, will often show three option; a Ford SUV with premium features, a Chevy SUV with the same premium features and for the same price, and a basic Ford SUV model for a cheaper price. Ariely explains that although the Ford and Chevy model are arguably equal in value majority of people tend to believe that the Ford is more valuable because they can easily compare it to the basic model Ford. Ultimately this points the buyer in the direction of purchasing the car the salesperson desired to sell.
Ariely uses many examples similar to this in the novel to show how a decoy can alter ones perception of value. It also arises to the fact that “we not only tend to compare things with one another but also tend to focus on comparing