MAYBE CONSUMERS AREN’T SO IRRATIONAL.

MAYBE CONSUMERS AREN’T SO IRRATIONAL. In his review in the Financial Times of Dan Ariely’s book, PREDICTABLY IRRATIONAL: THE HIDDEN FORCES THAT SHAPE OUR DECISIONS, Tim Harford said, “I have long been persuaded that the evidence shows we are fundamentally rational creatures when it comes to most of the decisions that really matter in our lives.” He added that Ariely’s book had not changed his mind. Consumers have an awful lot of decisions to make every day. It can be irrational for them to think too much about smaller decisions.