Explores the hidden irrational forces that shape human decisions — anchoring, free vs. zero pricing, the ownership effect, placebo effects, and self-herding. Argues that irrationality is not random but systematic and therefore predictable.
Made behavioural economics accessible to a mass audience; extended Kahneman and Thaler's academic work into vivid real-world demonstrations; popularised the notion of 'predictable' rather than random irrationality.
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