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We don't err randomly — we make the same illogical mistakes in consistent, predictable ways. Knowing the patterns lets you design around your own quirks.
What is predictably irrational? Read the full idea →
5 examples of predictably irrational
The power of FREE People grab a worse free item over a better cheap one, every time — irrational, but predictably so.
The decoy option Adding a deliberately bad third choice reliably pushes people to the pricey one.
Relativity in pricing We can't judge value in isolation, so a 'compared to' anchor predictably sways us.
Ariely's experiments Across thousands of people, the irrational choice repeats — which means it can be anticipated.
The pain of paying An all-inclusive resort feels better than itemised bills, because we predictably hate each separate sting.
How to spot it in yourself
Expect your decisions to bend to context — anchors, "free," relative comparisons — and add a deliberate sanity check on big choices.
Strip the decoy: when a pricing menu pushes you toward the "middle" option, ask what you'd choose if it stood alone.
Because the biases are systematic, you can pre-empt them with simple rules (sleep on purchases over a set amount).
Go deeper — get the full book
Loved these examples? Listen to Predictably Irrational by Dan Ariely free with an Audible trial — or read it in full.
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