![]() ![]() Our brains have evolved to seek “shortcuts” that reduce effort, and as such, we rely heavily on habits and intuition to reduce our cognitive workload. These mental shortcuts, which Ariely calls “hidden forces,” help to simplify things so we don’t have to spend endless amounts of time analyzing every detail.īehavioral scientists have documented hundreds of heuristics that influence human decision-making, many of which are deeply rooted in our DNA. ![]() In order to cope and speed up the decision-making process, the brain relies on heuristics. If we tried to analyze every single aspect of every situation or decision, we’d never get anything done. We’re confronted by a tremendous amount of information daily, yet our brains are only capable of processing a certain amount. Understanding why we’re predictably irrational, and recognizing the patterns, provides a starting point for improving our decision-making. ![]() They’re systematic and predictable – making us predictably irrational. But are we? In Predictably Irrational, behavioral economist Dan Ariely asserts that we’re far less rational than standard economic theory assumes and refutes the common assumption that we behave in fundamentally rational ways.Īccording to Ariely, our behaviors aren’t random. When it comes to making decisions, we think we’re making rational choices. ![]()
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