I just finished Dan Ariely‘s new book “Predictably Irrational” and can only recommend it to everybody who is interested in understanding human behavior a bit better. Dan’s book includes tons of research that show how irrational human beings can sometimes be and how we can take better business, policy and personal decisions if we understand our irrational behavior in the first place. Examples include how humans often take sub-optimal decisions when being offered a “free option”, how the human mind often operates based on relative choices (not absolute ones that should matter more), and how we all become more honest when we are reminded of a code of conduct. So act rationally for once and buy the book now!