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Books: Why choosing rationally might not be so easy

URL: http://www.jewishjournal.com/books/article/books_why_choosing_rationally_might_not_be_so_easy_20080314

Dan Ariely is an MIT professor who served beer in a brewery and dressed in a waiter's outfit as part of his research into decision making. A leading behavioral economist, Ariely has heightened abilities to observe what's going on around him, from tiny details to the big picture. His uncommon findings and their wider applications are presented in "Predictably Irrational: The Hidden Forces that Shape Our Decisions".

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