As its title suggests, this book postulates that human behavior is fundamentally irrational, that is, driven by emotional factors that are difficult to understand for logical mind. This irrationality is, nonetheless, neither random or subjective, but to some extent predictable and rather universal. Furthermore, such irrational reasoning can be found at different levels , from the way in which people acquire small or large-scale goods (a TV set or a house respectively), to the way in which individuals make ethical decisions.
human behavior; irrationality; predictability