Predictably Irrational

Just wanted to get out a short review for this one. I think that it's a very important look at the intersection between psychology and economic behavior, written by a primary researcher in the field. I do think the author comes down too much on the "irrational" side (but of course that's just my layman's view - I'd recommend reading Logic of Life for a somewhat opposing view), he provides a great amount of supporting evidence for this position. Probably one of the most important ideas is the shift between using social rules to market rules. This is very important to understand as the marketplace extends into different aspects of our lives. Dan Ariely was recently interviewed by Dave Lakhani here. I recommend both the interview and the book.