We repeatedly and predictably make wrong decisions throughout, and in many aspects, of our lives. Dan Ariely wants to make the concepts of behavioral economics more accessible by describing them in non-academic terms so that more people will learn about this type of research and get excited about using some of the insights to enrich their own lives. Dan Ariely is the James B. Duke Professor of Psychology and Behavioral Economics at Duke University and a founding member of the Center for Advanced Hindsight. As a researcher in behavioral economics, Dan wants to make the subject more accessible by working to describe it in plain language.