Predictably Irrational: The Hidden Forces that Shape Our Decisions

Predictably Irrational

Working with the public and trying to get patients to follow your advice can at times be tricky. One of the things that you need in every practice is the ability to persuade people. In order to do that you have to first understand what it is that motivates others to make the decisions that they make. That’s what Dan Ariely lays out in this eye-opening book, Predictably Irrational: The Hidden Forces That Shape Our Decisions.

Delving into behavioral economics, the author takes a deep look at the issue, including the practice of people making irrational decisions, rather than calculated ones. He explains why people make the decisions they make, including by comparing. Other important aspects covered in this book that can be helpful in running your practice include that free is powerful and how you can use it, but social rewards are also a powerful tool that can be used. Additionally, you will learn how the expectations that people have are important to developing their opinions of the level of service they actually receive.

Covering price, character, expectations, and motivation, this book offers a great look at decision making. The author is a professor of psychology and behavioral economics at Duke University, and he provides a wealth of valuable information that can be used in the business world. Everyone in business needs to understand what shapes the decisions of those who walk in their door.

This book will provide the important framework for understanding that, as well as learning how to use it to your advantage. While some heavy issues are covered, the overall concepts and information can be put to use in your practice right away. As the author explains, while irrational behavior may be part of human nature, much of that behavior is actually rational and predictable.

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Worked at Burleson Orthodontics. Attended University of Missouri–Kansas City. Lives in Kansas City, Missouri.

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