Ariely famously asked young men questions about sexual decision-making while sober vs. aroused. The results were terrifying: When aroused, men said they would engage in morally reprehensible acts they previously condemned. Never make decisions "in the heat of the moment."
: We rarely choose things in absolute terms; instead, we focus on the relative advantage of one option over another. The Cost of "Free" predeciblemente irracional dan ariely pdf best
Once we acknowledge that our irrationality follows a pattern, we gain the power to intervene. Predictably Irrational serves as a mirror, showing us our quirks and flaws, but also offering a guide to living a more examined—and perhaps slightly more rational—life. Ariely famously asked young men questions about sexual