Dan Ariely is a behavioral economist at Duke University who struck gold with his Malcolm Gladwell-esque airplane book, Predictably Irrational. The book discussed his work in human behavior and how apparently irrelevant or minor factors affect our behaviors in significant and surprising  ways. I like the book, and I like Professor Ariely, but I now suspect him of using the American public as his guinea pigs for Best Seller #2,  and of rigging the experiments in the process. Continue reading →