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Q & A with Dan Ariely

(01/26/09 9:00am)

Dan Ariely, James B. Duke Professor of behavioral economics, conducts research focusing on the neural mechanisms behind human decision making, and in particular the irrational decisions that humans make every day. He is author of the best-seller "Predictably Irrational," published in February of last year, which challenges decisions based on rational thought and explores human decision making through a variety of social experiments. Ariely has also conducted much of his research at Duke, particularly on undergraduate and graduate students.