Behavioral economist Dan Ariely, the author of Predictably Irrational, uses classic visual illusions and his own counterintuitive (and sometimes shocking) research findings to show how we’re not as rational as we think when we make decisions.
When it comes to building the physical world, we kind of understand our limitations. We build steps. And we build these things that not everybody can use obviously. (Laughter) We understand our limitations,and we build around it. But for some reason when it comes to the mental world, when we design things like healthcare and retirement and stockmarkets, we somehow forget the idea that we are limited. I think that if we understood our cognitive limitations in the same way that we understand our physical limitations, even though they don’t stare us in the face in the same way, we could design a better world.And that, I think, is the hope of this thing.