PREDICTABLY IRRATIONAL by DAN ARIELY

2019년 첫 책은 DAN ARIELY 의 책으로 정했다. 글을 재밌게 잘쓰는 저자이지만 그의 책을 3-4권 정도 읽으니 중복되는 느낌이 드는 것도 사실이다. 읽으면서 전에 내가 읽은 책이 아닌가 자꾸 그의 다른 책들을 확인하게 되었다. 독자에 따라서 말투나 표현이 익숙해지기 전에는 어렵게 느껴지는 부분도 있을 거 같다. 하지만 저자는 다양한 실험과 예들을 통해서 여러번 설명을 해주기 때문에 내용을 이해하는데 큰 무리는 없을 것이다. 우리 인간들이 이성적으로만 행동을하는 것이 아님을 저자는 말하고 있는데 주요 핵심어는 relativity, social norms, economic norm, expectation, Placebo, zero cost, procrastination, ownership, the effect of price, the tragedy of the common 등이다. 개인적으로는 social norm과 economic norm 의 구별이 인상 깊었고 the cycle of distrust 도 관심이 많이 가는 내용이었다.

 

- We focus on the relative advantage of one thing over another, and estimate value accordingly ...

- Most people don't know what they want unless they see it in context.

- Everything is relative, and that's the point.

- Thinking is difficult and sometimes unpleasant. So the Economist's marketers offered us a no-brainer

- The more we have, the more we want. And the only cure is to break the cycle of relativity.

- Mark Twain once noted about Tom Sawyer, "Tom had discovered a great law of human action, namely, that in order to make a man covet a thing, it is only necessary to make the thing difficult to attain."

- The basic idea of arbitrary coherence is this : although initial prices are "arbitrary," once those prices are established in our minds they will shape not only present prices but also future prices.

- The power of the first decision can have such a long-lasting -------

- Socrates said that the unexamined life is not worth living.

- following our gut feelings and rationalizing them after the fact is not always bad .....

- Free gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.

- The difference between two costs and one cent is small. But the difference between one cent and zero is huge.

- There are many examples to show that people will work more for a cause than for cash.

- No one is offended by a small gift, because even small gifts keep us in the social exchange world and away from market norms.

-  introducing market norms into social exchange, as we have seen, violates the social norms and hurts the relationships.

- The feds wouldn't fire if the drug dealers didn't fire. Perhaps that's why we rarely hear about gun battles on the edges of America's "war on drugs."

- Gifts and employee benefits seem, at first glance, to be an odd and inefficient way of allocating ---

- We basically found that when we add money to a situation that operates on social norms, motivation can decrease rather than increase.

- In economic exchanges, we are perfectly selfish and unfair. And we think that following our wallets is the right thing to do.

- Dr. Jekyll and Mr. Hyde "Man is not truly one, but truly two."

- These results suggest that although everyone has problems with procrastination, those who recognize and admit their weakness are in a better position to utilize available tools for precommitment and by doing so, help themselves overcome it.

- Simplification is one mark of real genius.

-There is NO known cure for the ills of ownership. As Adam Smith said, it is woven into our lives.

- Our PROPENSITY TO OVERVALUE What we own is a basic bias.

- Simple idea is the basis of behavioral economics, an emerging field focused on the idea that people do not always behave rationally and that they often make mistakes in their decisions.

- once cash is a step away, we will cheat by a factor bigger than we could ever imagine. We need to wake up to .......

- Strict professionalism was replaced by flexibility, individual judgment, the law of commerce, and the urge for wealth, and with it ......

- When given the opportunity, many honest people will cheat.

- on the basis of this cost-benefit calculation, they decide whether to rob the place or not.

-Trust, once eroded, is very hard to restore.

- Price can change the experience.

- Blessed is he who expects nothing, for he shall never be disappointed.