at Duke University, indicates in his book Predictably Irrational: The Hidden Forces That Shape Our Decisions, consumers cannot be relied upon to act rationally. Viewing the field of economics from the perspective of “how people [do] behave, instead of how they should behave” (Ariely, 2008, p. 239), Ariely argues that consumers are not rational actors but rather irrational reactors. Through detailed experiments and witty anecdotes, Predictably Irrational inspires readers to re-evaluate