丹．艾瑞利（Dan Ariely）著的《誰說人是理性的！》（Predictably Irrational: The Hidden Forces That Shape Our Decisions , 2008, 原文摘讀和西方各種翻譯本封面，請參考http://www.predictablyirrational.com/?page_id=6）艾瑞利告訴讀者，
我們的日常行為，極度受到周遭人與事的影響。雖然人一直號稱是自主的動物，可以獨立作出對自己有利的判斷，卻往往被相干或不相干的旁人、旁物，有意或無意地牽著鼻子走。讀者循序了解個人與群體所面對的選擇與判斷，無一不是如此。行為並不理性，而且不理性的方式極度類似，因此可以預期人在何種情況下會採行哪類行為模式。
數百年來，正統經濟學架構在人是理性的動物這個基本假設上。由於個體可以理性作為與選擇，經濟趨於均衡，合理而完美地運作。在《誰說人是理性的！》書中，艾瑞利告訴讀者，行為並不理性，而且不理性的方式極度類似，因此可以預期人在何種情況下會採行哪類行為模式。
《紐約時報》書評指出，這本書的成功也意味著社會文化的巨變，人們開始檢討原本共生並存的傳統經濟學、正統的資本主義制度，希望找出新途徑，去理解人的動機與行為。
行為經濟學本身就是非傳統的學術流派，結合經濟學與心理學兩大學門，試圖以不同角度，解析經濟行為與選擇。遵循行為經濟學家的思路，我們自知自身的不理性與不完美，進而不斷尋求改善，找出更好決策方式，其實可幫助我們得到真正冀求的結果。
Do you know why we so often promise ourselves to diet and exercise, only to have the thought vanish when the dessert cart rolls by?
Do you know why we sometimes find ourselves excitedly buying things we don’t really need?
Do you know why we still have a headache after taking a five-cent aspirin, but why that same headache vanishes when the aspirin costs 50 cents?
Do you know why people who have been asked to recall the Ten Commandments tend to be more honest (at least immediately afterward) than those who haven’t? Or why honor codes actually do reduce dishonesty in the workplace?
By the end of this book, you’ll know the answers to these and many other questions that have implications for your personal life, for your business life, and for the way you look at the world. As a bonus you will also learn how much fun social science can be, and how to see more clearly the causes for our everyday behaviors, including the many cases in which we are predictably irrational.
Excerpted from Chapter 1 – The Truth About Relativity
Excerpted from Chapter 2 – The Fallacy of Supply and Demand
Excerpted from Chapter 4 – The Cost of Social Norms
Excerpted from Chapter 7 – The High Price of Ownership
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