Twice removed.

In Predictably Irrational, Dan Ariely points out an irrational behavior that is exactly that. It's irrational to think that stealing a coin and stealing a can of coke would invoke different motivations from people. But, as he conducted his study, he found out that once physical money was taken out of the equation, people acted differently.

One of his first studies he conducted was in a dorm hall. He placed a six pack of coke in the lobby refrigerator and then counted them each day for a week. He conducted the same survey with 6 dollar bills that he left in the same spot. What he noticed was that people were willing to snag a coke here and there but surprisingly no one touched the money.

So think for a little. Do you borrow pens from the break room? Do you eat a couple fries or some chips here and there? Once money is removed it's a whole new game.

You won't read this. Yea you will.

If you have not yet heard or read Dan Arielys Predictably Irrational, I suggest you pick it up. Ever wonder why we make decisions? Are you interested in ways that marketers and behavioral economists sway us to the choice that best fits the organization. Ever wonder why people would steal a can a soda but not a dollar bill.

Before college, I was not really into the whole business thing. I was actually pretty turned off by it. I swore that I wouldn't go down the corporate tunnel, that I would rather open up a small shop and live cheaply. We all think about that option at some point. "I can open a business. I can do it better than anyone can." This is the mind set I had going into college. When I go in, I was taken back by just how much information is out there. By just how much knowledge some of these professors had and quickly realized I have to do things out of the box. I need to do more than the next person. Cause if you really think about it, there are how many students in the business program at SDSU. How many business programs in the CSU system? How many top notch private business schools there are? It's shocking just how much competition there is out there.

So, I soon realized that on top of the school readings and learning's, I am going to have to take it upon myself to read as much as I can and gather outside knowledge so that I can have a competitive advantage when applying for a job. Or, for when I open by own business.

I went to Barnes and Noble with a friend and like Marketing research has shown, colors do attract attention and are cultural. Looking through the selection, Dan Arielys book caught my eye. Without looking further, I chose it and read it. Not only did this book open my eyes up to some of the tricks that marketers use, but it hits home with how we as humans make decisions. It recognizes that humans are irrational and since we know they are irrational, they are in a sense predictable.

Give the book a read and let me know your thoughts.