Dan Ariely

“Let me start with a fundamental observation: most people don't know what they want unless they see it in context. We don't know what kind of racing bike we want—until we see a champ in the Tour de France ratcheting the gears on a particular model. We don't know what kind of speaker system we like—until we hear a set of speakers that sounds better than the previous one. We don't even know what we want to do with our lives—until we find a relative or a friend who is doing just what we think we should be doing. Everything is relative, and that's the point. Like an airplane pilot landing in the dark, we want runway lights on either side of us, guiding us to the place where we can touch down our wheels. In”


Dan Ariely, Predictably Irrational: The Hidden Forces That Shape Our Decisions
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Predictably Irrational: The Hidden Forces That Shape Our Decisions Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely
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