One of the assumptions we all make is that humans, including us, are rational in our decision-making. In "Predictably Irrational: The Hidden Forces That Shape Our Decisions", a New York Times bestseller, Dan Ariely shares the result of several experiments he and his colleagues conducted to refute this common assumption. He cites several examples showing that we consistently behave in irrational ways. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational. Buy the book on Amazon at https://amzn.to/3t30xVf This is a must-read book for Marketers and Marketing analysts as the insights from this book can help you understand how to positions your products and services, as well as how to price them to drive better conversions and sales. There is a great example of the Economic Times sales page, which shows how great marketers use the "Irrational" behavior of consumers to drive the desired outcome.