Read this book for understanding Human bias and heuristics

IBOOK TITLE: ‘Predictably Irrational’ by Dan Ariely

A fantastic introduction to behavioural economics.

·      Challenges the microeconomics assumption that consumers are always rational.

·      Short and precise chapters keep it engaging.

·      Written in an accessible language, making it easy for non-social scientists.

·      Relevant for readers outside of marketing, with valuable insights on human behaviour.

I first read it in 2021, along with Daniel Kahneman's Thinking, Fast and Slow and then read Freakonomics, and  then The Art of Thinking Clearly by Rolf Dobelli. Reread it recently and found its ideas, perspective still contemporary. I would say it has a connection with what Daniel Kahneman said in that sense, consumers are irrational. To understand that, what happens in their conscious mind, what they don't state, that is, neuroscience

Highly recommend ‘The Art of Thinking Clearly’ for social scientists and data scientists—it details more biases than you can imagine.

For beginners in behavioral economics or cognitive sciences:

·      Start with Daniel Kahneman for principles and theory.

·      Follow with Predictably Irrational for applications.