Non-fiction: June 2008 Archives
Classic economics is based on the expectation that people behave rationally and with their best interests in mind. From a common sense approach this seems like an odd expectation, as people generally don't seem to act rationally. Professor Ariely agrees and continues to say that the irrationality of people is actually highly predictable.
This book goes through plenty of examples, demonstrated by experiments that prove the point. Ariely shows how free is more attractive than very cheap, how more expensive medicine works better than a cheap pill, how things you own seem a lot more attractive to you and so on - the predictable irrationality becomes clear.
The result is an interesting book that offers lots of entertaining insights to human psychology. If you're trying to sell something, this book will give you tools to push your customers to paying higher prices for the products you want them to buy. Then again, if those customers read this book, they'll learn to see through their irrationality and make at least slightly more rational decisions.
Behavioral economics - as Ariely's field is called - is rather interesting, and this was an educational and interesting book. [ Predictably Irrational: The Hidden Forces That Shape Our Decisions at Amazon.co.uk ]
The science magazine New Scientist features Last Word, a weekly where readers can send questions about the science of everyday life. The answers are collected from other readers, who include experts in many different fields. Some of the more interesting questions are collected in this little book.
The questions vary from mundane to quite obscure, and all are answered thoroughly and with expertise. Most of the topics are from everyday life, but others are stranger. How to make sure your body is fossilized after you die? Well, read this book and you'll know.
This is a fun little book, full of entertaining science. Some answers are useful, others are less so, but all are rather delightful and often feature good sense of humour. Anyone with a healthy curiosity and appreciation for science will enjoy this book. (Review based on the Finnish translation.) [ Does Anything Eat Wasps?: And 101 Other Questions (New Scientist) at Amazon.co.uk ]
