Argues that economic trends cannot be predicted as much as often is thought, mainly because humans are so unpredictable, and reveals how behavioral economic analysis opens up new ways to look at everything from household finance to assigning faculty offices in a new building.
In this revolutionary book, Adam Alter, a professor of psychology and marketing at NYU, tracks the rise of behavioral addiction, and explains why so many of today's products are irresistible. Though these miraculous products melt the miles that separate people across the globe, their extraordinary and sometimes damaging magnetism is no accident. The companies that design these products tweak them over time until they become almost impossible to resist.