The science of irrationality: why we humans behave so strangely

Dan Ariely is a behavioral economist at the Massachusetts Intitute of Technology and author of the best-selling book, Predictably Irrational (HarperCollins, 2008). In recent years, he has demonstrated that random digits can influence bids in an auction, that sexual arousal leads to reckless decisions (at least in college males) and that brand-name aspirin is more effective at treating headaches than generic aspirin, even when the pills are identical. Mind Matters editor Jonah Lehrer chats with Ariely about his research.