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Why does a five cent aspirin not ease a headache when a 50 cent aspirin will?

Why does a five cent aspirin not ease a headache when a 50 cent aspirin will?

That is one of many questions behavioral economist Dan Ariely, Ph.D., addresses with humor and insight in his recent book, “Predictably Irrational: The Hidden Forces that Shape Our Decisions.” 

Ariely will bring his wit and unique observations to the University of North Carolina at Chapel Hill at 10 a.m., March 26 in the Rosenau Hall auditorium. The talk, “Predictably Irrational,” is part of the UNC Gillings School of Global Public Health’s 2010 Dean’s Lecture Series. A reception will follow the event.

Born in New York and raised in Israel, Ariely earned a bachelor’s degree in psychology from Tel Aviv University, master’s and doctoral degrees in cognitive psychology from UNC and a doctorate in business administration from Duke University.

Ariely is James B. Duke Professor of Behavioral Economics at Duke University, holding appointments in the Fuqua School of Business, the Center for Cognitive Neuroscience, the School of Medicine and the department of economics. He is also a senior fellow at Duke’s Kenan Institute for Ethics. He is currently working on a new book, “Dining Without Crumbs: The Art of Eating Over the Sink.”

To register for the event, click here.

The talk will be available online sometime after the event at http://www.sph.unc.edu/media/webcasts.html.

Gillings School of Global Public Health contact: Ramona DuBose, (919) 966-7467, ramona_dubose@unc.edu.

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