Dan Ariely, is a behavioral economist, and a contemporary of Daniel Kahneman, who is the author of Thinking Fast and Slow. When Dan Areily was young student in Israel, he was involved in a tragic accident which burnt half of his body, the poor fellow had to go to the hospital to get his bandages changed everyday. It was an excruciating process, the nurses used to pull the bandages quickly to shorten the duration of pain, Dan did not like this approach and after some research and education suggested an alternative, he suggested that the bandages be removed slowly, which would increase the duration but lower the intensity. Dan's recommendation were never implemented on a large scale, he was befuddled by the behavior of the nurses, after all their skills and experience they kept making the same mistakes. Perhaps, other people similarly made the same mistakes, they misunderstand the consequence of their behavior and, for that reason repeat the wrong decisions; This is the scope of this book. The author through repeated experiments and empirical evidence shows how we humans make the same mistakes again and again without learning and delude ourselves into believing that we are logical and rational beings.
