Faculty Profile: Dan Ariely
Thursday, October 11, 2007
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Professor Dan Ariely tries to understand why people sometimes make irrational choices. In one experiment he found that people preferred the taste of beer mixed with balsamic vinegar over straight beer, but only if they didn't know they were drinking vinegar.
He first got ideas for experiments while he was recovering in the hospital from severe burns.
Duke Professor Experiments with Beer and Pain
Learn more about Ariely's research in the Predictable Irrationality video podcast.