The double effect Ariely

Accustomed to this kind of work on the behavior of homo economicus, that of Dan Ariely, however, seems particularly worthy of a recommendation even after reading a single chapter (the one on free, No. 3).

Indeed, not only the author illustrates pleasant way of laboratory results which tend to show that we are all prone to irrational decisions, not to say idiotic, but by depicting himself, he plays down the phenomenon and condones the reader: it is double Ariely effect!