Dan Ariely

Dan Ariely (born 1967) is an Israeli-American professor and behavioral economist. He is currently a professor of psychology and behavioral economics at Duke University. Ariely's work focuses on the seemingly irrational ways people make decisions, particularly in economic contexts. His research, often conducted through clever and engaging experiments, challenges the traditional economic assumption that humans are rational actors. Predictably Irrational: The Hidden Forces That Shape Our Decisions is his first book, which brought the field of behavioral economics to a wide popular audience.