Despite our intentions, why do we so often fail to act in our own best interest? Why
do we promise to skip the chocolate cake, only to find ourselves drooling our way
into temptation when the dessert tray rolls around? Why do we overvalue things
that we’ve worked to put together? What are the forces that influence our behavior?
Dan Ariely, James B. Duke Professor of Psychology & Behavioral Economics at Duke
University, is dedicated to answering these questions and others in order to help
people live more sensible – if not rational – lives. His interests span a wide range of
behaviors, and his sometimes unusual experiments are consistently interesting,
amusing and informative, demonstrating profound ideas that fly in the face of
In addition to appointments at the Fuqua School of Business, the Center for
Cognitive Neuroscience, the Department of Economics, and the School of Medicine
at Duke University, Dan is also a founding member of the Center for Advanced
Hindsight, and the author of the New York Times bestsellers Predictably Irrational,
The Upside of Irrationality, and The Honest Truth About Dishonesty.