Dan Ariely is an Israeli-American behavioral economist, the James B. Duke Professor of Psychology and Behavioral Economics at Duke University, and the founder of Duke's Center for Advanced Hindsight, best known for his work on the irrational, predictable patterns underlying everyday human decision-making.
Ariely is the author of several bestselling popular-science books that translate behavioral-economics research for a general audience, including Predictably Irrational (2008), The Upside of Irrationality (2010), The (Honest) Truth About Dishonesty (2012), Payoff (2016), and Misbelief (2023), and is a co-founder of multiple behavioral-design and applied-research ventures, most prominently Irrational Capital and the BEworks consultancy. He is also publicly credited as the resident behavioral scientist behind several consumer-facing companies that built behavioral economics directly into their product mechanics — most notably 📝Lemonade, where he helped design the flat-fee and Giveback structure.