Dan Ariely is the James B. Duke Professor of Behavioral Economics at the Fuqua School of Business, the Center for Cognitive Neuroscience, and the Economics Department and Senior Fellow in the Kenan Institute for Ethics at Duke University. As a behavioral economist, he studies how people actually act in the marketplace, as opposed to how they should or would perform if they were completely rational. His work has been published in leading psychology, economics, and business journals, and he serves on a number of editorial review boards. Dan recently wrote a general audience book on behavioral economics entitled Predictably Irrational: The Hidden Forces that Shape Our Decisions. He is also a founding member of the Center for Advanced Hindsight. He earned a bachelor’s degree in psychology from Tel Aviv University, a master’s and doctorate degree in cognitive psychology from the University of North Carolina at Chapel Hill, and a doctorate in business administration from Duke University. He is currently working on a new book titled Dining Without Crumbs: The Art of Eating Over the Sink.