Dan Ariely

He is the author of the three New York Times best-selling books Predictably Irrational, The Upside of Irrationality, and The Honest Truth about Dishonesty. He co-produced the 2015 documentary (Dis)Honesty: The Truth About Lies. Ariely's life, research, and book Predictably Irrational inspired the 2023 NBC television series The Irrational. Since 2021, the accuracy of Ariely's studies has been called into question, with two articles retracted, two expressions of concern, several replication failures and allegations of data manipulation and fraud.

Dan Ariely studied at Duke University, Tel Aviv University and University of North Carolina at Chapel Hill. The recorded working language is English. Residence is recorded at Ramat HaSharon. Employment is recorded with Massachusetts Institute of Technology, MIT Sloan School of Management and Duke University. Works named in the authority record are Predictably Irrational, The Upside of Irrationality, The Honest Truth about Dishonesty and (Dis)Honesty: The Truth About Lies. Distinctions recorded are Ig Nobel Prize.

• Name — Dan Ariely • Birthplace — New York City, U.S. • Born — 29 April 1967 • Field — * Behavioral economics • Decision making • Education — Tel Aviv University (BA) University of North Carolina at Chapel Hill (PhD) Duke University (PhD) • Workplaces — Duke University Massachusetts Institute of Technology • Known for — Behavioral economics • Doctoral Advisor — James Bettman John G. Lynch Jr. • Website — danariely.com

Dan Ariely was born to Yoram and Dafna Ariely in New York City while his father was studying for an MBA at Columbia University. He has two younger sisters. The family emigrated to Israel when he was three years old. He grew up in Ramat Hasharon. In his senior year of high school, Ariely was active in Hanoar Haoved Vehalomed, an Israeli youth movement affiliated with the Labor Zionist movement. While he was preparing a ktovet esh (fire inscription) for a traditional nighttime ceremony, the flammable materials he was mixing exploded, causing third-degree burns to over 70 percent of his body. In his writings entitled "Painful Lessons", Ariely described his hospitalization and treatments, detailing how that experience led to his research on "how to better deliver painful and unavoidable treatments to patients". Ariely was previously married to Sumedha (Sumi) Gupta in 1998; they have two children. After a second manuscript of his was retracted for containing fabricated data, it was reported that Ariely is seeking political office under the banner of the Pirate Party of Israel.

Ariely was a physics and mathematics major at Tel Aviv University but transferred to philosophy and psychology. In his last year, he dropped philosophy and concentrated solely on psychology, graduating in 1991. In 1994, he earned a master's degree in cognitive psychology and two years later a Ph.D. from the University of North Carolina at Chapel Hill. He completed a second Ph.D. in business administration at Duke University in 1998, at the urging of Daniel Kahneman. Ariely taught at MIT between 1998 and 2008, where he was the Alfred P. Sloan professor of behavioral economics. Ariely was also part of the MIT Media Lab. In 2008, he returned to Duke University as the James B. Duke Professor of psychology and behavioral economics. His laboratory at Duke, the Center for Advanced Hindsight, pursues research in subjects like the psychology of money, decision making by physicians and patients, cheating, and social justice. According to Google Scholar, as of November 2025, Ariely had garnered more than 75,000 citations, and his h-index stood at 107.

Ariely's research is in the area of consumer behavior, and he studies how people often make irrational decisions. Below are some common themes. Critique of classical economic assumptions and consumer behavior Ariely has challenged the assumptions of classical economics by showing that consumer valuations are influenced by arbitrary anchors and external cues. His research on the "Zero Price Effect" demonstrates how free products distort perceived value beyond rational cost-benefit logic. Dishonesty and ethics His studies have shown that people rationalize small acts of dishonesty to maintain a positive self-image, thus balancing moral integrity with personal gain. Emotional influence on economic decisions Ariely has examined how emotions like love or anger distort rational decision-making and self-control. His experiments have shown that emotional states can lead to riskier or less ethical economic choices. Workplace motivation Ariely's research found that meaning, recognition, and purpose drive productivity more than financial incentives. In studies conducted with Intel, he found that overreliance on monetary rewards can lead to reduced motivation in the long term.

On January 30, 2026, the United States Department of Justice released a tranche of around 3,000,000 documents from an archive previously collected by the FBI in relation to their investigation into Jeffrey Epstein's various child sex crimes. It revealed that Ariely had a longstanding relationship with Epstein, including having visited him at his New York home on several occasions. One of the documents is an image of an email from Ariely to Epstein, in which he requests the name and email of a "redhead" that Epstein had previously introduced to him. Following claims made about his association with Epstein, Ariely published a response in the student newspaper Duke Chronicle, stating, "...the contact I had with Jeffrey Epstein was infrequent, largely logistical, often mediated by assistants". He also explained that he had met the woman at a conference, assumed she was a colleague of his, and had an intellectual conversation with her, but he did not recall ever meeting her again. The New York Times subsequently reported further on Ariely's relationship with Epstein, including Ariely asking Epstein for funding for a film he was making in 2014, seeking travel tips, and accepting a tour of a Ferrari factory arranged by Epstein. Ariely is named 636 times in the Epstein files, although many of the mentions are in threads of emails where Epstein's assistant scheduled multiple meetings each day. The messages revealed that his friendship with Epstein lasted for nine years, including well after Epstein was initially charged with soliciting sex from a minor. Ariely also suggested that Epstein use learnings from his research to help rehabilitate his public image, stating via email, "If you want to talk about where to take this research or other questions...[l]et me know." Ariely said in response: "At the time of our meetings, I was deep into research on dishonesty and crime, and I spoke with many individuals who had broken the law..." and "our relationship wasn't a friendship, and he didn't financially support any of my projects."

Early in his career, Ariely co-founded the behavioral economics consulting firm BEworks, which was acquired by Kyu in 2017. In 2012, aspiring to develop a time management app that helps people "use time better" and avoid procrastination, Ariely co-founded Timeful with Yoav Shoham and Jacob Bank. The app was acquired by Google in 2015. In 2013, Ariely and Kristen Berman co-founded Irrational Labs, a consulting firm aimed at applying behavioral economics to consumer behavior and decision-making. In 2014, Ariely co-founded the kitchen appliance company Genie with Ayelet Carasso-Stenberg and Doron Marco. Genie manufactures a food "replicator" that cooks freeze-dried meals in cartridges. In 2015, Ariely invested in Qapital, a personal finance app, and was appointed as its chief behavioral economist. He was later named chair of the board. In 2015, Ariely gave a talk at Google about dating and relationships, discussing what women want from men, including how women's attraction to men varies depending where they are in their menstrual cycle. This was one of many talks Ariely collaborated with Google on over several years, including, for example, a talk about how people rationalize cheating. In 2016, he took on the position of chief behavioral officer at Lemonade, an insurance company that integrates aspects of behavioral economics into its insurance model. Ariely's entrepreneurial ventures also include founding Shapa in 2017, a company focused on health monitoring and behavior change. After founding Shapa, Ariely also co-founded the hedge fund Irrational Capital and its associated Clear Motivation Index. For the company, Ariely developed an index measuring human capital based on factors such as motivation and benefits, and created several ETFs based on human capital factor, including the funds listed as HAPI and HAPS.

Ariely has appeared in several documentary films and television productions. In 2011, he worked on the documentary The Flaw, which investigates the causes of the 2008 financial crisis. In it, Ariely explained and presented scientific data on the forces that shape human behavior, motivation, and decision-making. In 2015, Ariely appeared in another documentary, (Dis)Honesty: The Truth About Lies. It explores three key themes: why people lie, how often they do it, and the consequences of dishonest behavior. Ariely contributed to Boom Bust Boom, a 2015 documentary about economic crashes. In 2019, he appeared in The Inventor: Out for Blood in Silicon Valley, a documentary that tracks the rise and fall of Theranos. In 2022, he contributed to Why Like This? Lama Kacha, a Hebrew television series broadcast on Kan 11. In it, Ariely distilled complex scientific concepts and provided accessible explanations for the forces that shape human behavior, motivation, and decision-making. Ariely has also presented talks at several TED, with titles such as "Our Buggy Moral Code" and "Unraveling the Mysteries of Human Behavior".

From June 2012 to September 2022, Ariely contributed a weekly advice column titled "Ask Ariely" to The Wall Street Journal.

Ariely's life, research, and best-selling book Predictably Irrational: The Hidden Forces That Shape Our Decisions inspired the NBC television series The Irrational, which premiered on September 25, 2023. The show's protagonist, Professor Alec Mercer, who is portrayed by Jesse L. Martin, was based on Ariely.

Directed by Yael Melamede and released in 2015, (Dis)Honesty: The Truth About Lies is a documentary film exploring dishonesty in contemporary society. Ariely presents the film, offering analysis on the psychological mechanisms that drive deceit. With references to behavioral experiments and anecdotes—from athletic and academic cheating to political scandals—Ariely draws on his research on behavioural economics and irrationality to shed light on why and how people lie. Numerous people make appearances in the documentary, including the author and marketer Ryan Holiday, to share their personal experiences with dishonesty and lies.

How equal do we want the world to be? Recorded as economist, psychologist, pedagogue, university teacher and writer.

• Predictably Irrational: The Hidden Forces That Shape Our Decisions (2008; second edition in 2012). HarperCollins. • The Upside of Irrationality (2010). HarperCollins. • The Honest Truth about Dishonesty: How We Lie to Everyone – Especially Ourselves (2012; second edition in 2013). HarperCollins. • Behavioral Economics Saved My Dog: Life Advice for the Imperfect Human (2015). Oneworld. • Irrationally Yours: On Missing Socks, Pick-up Lines, and Other Existential Puzzles (2015). HarperCollins. • Payoff: The Hidden Logic That Shapes Our Motivations (2016). Simon & Schuster / TED. • Dollars and Sense: How We Misthink Money and How to Spend Smarter (2017). Co-authored with Jeff Kreisler. HarperCollins. • Small Change: Money Mishaps and How to Avoid Them (2018). Co-authored with Jeff Kreisler. Pan Macmillan. • Amazing Decisions: The Illustrated Guide to Improving Business Deals and Family Meals (2019, illustrated by Matt R. Trower), Farrar, Straus and Giroux. • Misbelief: What Makes Rational People Believe Irrational Things (2023), Bonnier Books UK. • Professor D Takes Control (2026). Charlesbridge.

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