In the book Predictably Irrational, Dan Ariely advances the idea that all human behavior is performed according to certain patterns; however these models are not always the ones you might immediately think of. It takes the reader on a captivating journey into the realm of the human mind and how humans see the world. With every turn of the page there is something new and surprising. However, even with this constant change, the book follows the same pattern, proving that every thought is irrational. Dan's use of images and descriptions along with many studies on how the human mind reacts to certain situations provide thought-provoking reading for all, regardless of the reader's beliefs. Dan's ability to mix facts and opinions, forcing you to think, is incredible. There are many cases where a reader is forced to sit and think simply to understand the implications of what he is saying. The best example of this is when Dan talks about “The Cost of Free.” He shows this cost through multiple studies, an example of which is that he offers Hershey's kisses and Lindt truffles at different costs, one cent each, making them free, per kiss, while the truffles were fifteen cents each. The result was that truffles sold more, by a ratio of between 73% and 27%. But when prices were reduced by 1 cent each, kisses won by sixty-nine to thirty-one percent. Logically the amount sold should have remained the same, as each was reduced by the same amount. However, the results were very different from those expected. This illogical solution causes readers to think about why this happened and also to think about previous experiences with the free version they may have had. Who hasn't opted for the 2 for the price of 1 offer despite the larger, albeit slightly... center of the card expectations that are shaping our reality? In Predictably Irrational Dan is incredible at making the 2 for the price of 1 offer. topics that will merit discussion. Anyone who reads this book will be faced with controversy at every turn, new revelations, whether they like it or not. How many people really like being robbed? Dan shows that people are getting ripped off by “FREE” products, simply because they are “FREE”. No person will read about “FREE” and not have some thoughts about the evils of “FREE”. He not only makes these effective arguments, but presents them as if he were a reader himself. Readers can identify with everything he proposes, whether they believe it or not. Being recognizable, it attracts the thoughts of even the most stubborn readers. Predictably Irrational is an excellent book for those who wish to gain a thought-provoking view of today's society.