Traditional economic models are based on the assumption that consumers behave rationally, ie, act in their own self-interest. The author is a behavioral economist, and the book looks at many different situations and examples of ways in which consumers do not, in fact, act rationally. There are many unconscious factors and biases that influence our decisions, and the author steps through examples of them chapter by chapter, explaining what they are, how they cause us to act irrationally, and how to avoid falling into that trap. Very interesting reading with lots of applications both to personal life and business. Certainly recommended to anyone with any interest in why humans behave the way we do.