“Predictably Irrational” discusses the factors which influence our choices and consumer instincts. It dissects the different approaches our brain resorts to while judging something and making decisions. We can avoid errors by exploring the most important factors which make us commit mistakes, and understand the reasons why we tend to procrastinate or indulge in other irrational behavior.

Who should read this book:
• Anybody who wants to explore the behavioral aspects and the psychology behind the choices that influence our decisions.
• Anyone who wants to find out how to make better decisions.

In this summary:
Chapter 1: How relativity shapes our choices
Chapter 2: The decoy effect
Chapter 3: Decoys can influence us when there are several options
Chapter 4: Arbitrary coherence and its effect on price
Chapter 5: Herding and its influence on consumer behavior
Chapter 6: How freebies catalyze buying patterns
Chapter 7: Social norms vs. market norms
Chapter 8: The role our emotions play in shaping our decisions
Chapter 9: Final Summary
Evolvo opinion