![]() ![]() ![]() And if irrational consumer behaviour is predictable, then for marketers, it’s an opportunity.Īttacking the rational choice theory that underpins most marketing models, Ariely uses behavioural economics, a fusion of economics and psychology to explain how consumers do behave, rather than how they should. On the contrary – irrationality is systematic and predictable, a function of human “bounded rationality” (rationality bounded by limitations of time, data and processing power). The main thrust of the book is that consumers are systematically irrational in their behaviour – at best making sub-optimal choices, and at worst engaging in self-punishing behaviour.īut irrationality does not make consumer behaviour random or senseless. Predictably Irrational is the bestselling book on irrational consumer behaviour by psychologist and MIT professor Dan Ariely. ![]() Publication: 2010 (Revised Expanded Ed.).Predictably Irrational: The Hidden Forces that Shape Our Decisions. ![]()
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