Dan Ariely is the James B. Duke Professor of Behavioral Economics at Duke University and the New York Times bestselling author of Predictably Irrational. Over the years, he has won numerous scientific awards and his work has been featured in leading scholarly journals in psychology, economics, neuroscience, medicine and business and in a variety of popular media outlets, including the New York Times, the Wall Street Journal, the Washington Post, the New Yorker, the Boston Globe, Scientific American and Science. He has appeared on CNN and CNBC and is a regular commentator on National Public Radio. He currently lives in Durham, North Carolina with his wife and two children.

Praise for Dan's titles: 'A marvelous book that is both thought provoking and highly entertaining, ranging from the power of placebos to the pleasures of Pepsi. Ariely unmasks the subtle but powerful tricks that our minds play on us, and shows us how we can prevent being fooled.' Jerome Groopman, New York Times bestselling author of How Doctors Think 'PREDICTABLY IRRATIONAL is wildly original. It shows why-much more often than we usually care to admit-humans make foolish, and sometimes disastrous, mistakes. Ariely not only gives us a great read; he also makes us much wiser.' George Akerlof, Nobel Laureate in Economics, 2001 Koshland Professor of Economics, University of California at Berkeley 'Dan Ariely is one of the most original and consistently interesting social scientists I know. His research covers an unusually broad range of topics, and in every one of them he has produced some distinctive findings and ideas.' Daniel Kahneman, Nobel Prize in Economics, 2002 'For anyone interested in marketing - either as a practitioner or victim - this is unmissable reading. If only more researchers could write like this, the world would be a better place.' Financial Times 'Anyone who lies should read this book. And those who claim not to tell lies are liars. So they should read this book too. This is a fascinating, learned, and funny book that will make you a better person.' A.J. Jacobs, author of The Year of Living Biblically and Drop Dead Healthy 'Dan Ariely ingeniously and delightfully teases out how people balance truthfulness with cheating to create a reality out of wishful-blindness reality. You'll develop a deeper understanding of your own personal ethics-and those of everybody you know.' Mehmet Oz, MD; Vice-Chair and Professor of Surgery at Columbia University and host of The Dr. Oz Show