Discussing the best

in business literature

2010
Predictably Irrational: The Hidden Forces That Shape
Our Decisions By Dan Ariely
Human beings are crazy creatures. Understanding human behaviour, what motivates us and drives our choices, is imperative for marketers and
business leaders. Join this session of We Read For You where Rob Stokes will discuss Predictably Irrational: The Hidden Forces That Shape Our
Decisions. Written by Dan Ariely, this book offers a concise summary of why today’s social science increasingly treats the ‘markets-know-best’
model as a fairy tale.

Why we do what we do
We often need to motivate our staff to deliver great work at a high level of output, we need to motivate potential
clients to buy and we need to motivate our existing clients to buy more. Despite the economic view that we act
rationally, we actually behave irrationally all the time. Yet much of this behaviour, irrational as it may seem, is entirely
predictable.

The options for motivating people are endless; however some of them tend to produce unexpected and often negative
results, which may be surprising and contrary to our initial expectations. An example is the commonly held belief that
a ‘carrot and stick’ approach is an effective motivator for staff. However, on closer examination we find that although
it is extremely effective for manual labour, its effectiveness often decreases when dealing with cognitive workers. There,
people tend to be more driven by autonomy, mastery and respect – three highly intangible and incredibly hard-to-
deliver factors. Ariely’s book takes the reader on a journey from an economist’s perspective and exposes many of the
truths and myths around why we do what we do when we do it.

More about Rob Stokes

Rob Stokes is the CEO and founder of Quirk eMarketing, Africa’s largest full service eMarketing agency. He studied
Business Science at the University of Cape Town and founded Quirk in 1999. Rob is passionate about the internet
and the world of eMarketing. He authored the book eMarketing: The Essential Guide to Online Marketing and speaks
regularly at conferences on the topic of online marketing. He is chairman of The Silicon Cape Initiative, a non-profit,
community-owned and -driven movement for tech entrepreneurs, venture capitalists, angel investors, marketers and
other professionals.

eMarketing: The Essential Guide to Online Marketing

This WRFY session coincides with the launch of the 3rd edition of eMarketing: The Essential Guide to Online Marketing.
Participants will also be receiving a copy of this book.

Please note
As a courtesy to the speaker, the venue’s door will close at 07:30 and latecomers will regretfully not be admitted.

Date & Venue Cost

USB, BELLVILLE R300 per person (both books and CD with PowerPoint
Date: Friday, 29 October 2010 (register by latest 26 October) presentation included)
Time: 07:00 - 08:30
Address: Room 101, JG van der Horst Building, University of Stellenbosch
Business School, Carl Cronjé Drive, Bellville, Cape Town Contact person
Jacky Hector
JOHANNESBURG
Tel +27 (0)21 918 4370 (only between 08:00 & 12:00)
Date: Friday, 5 November 2010 (register by latest 2 November)
Fax +27 (0)21 918 4478
Time: 07:00 - 08:30
Email jacky.hector@usb-ed.com
Address: Cover Drive Conference Room, The Forum, Upper Basement, 57
Sloane Street, Wanderers Building, The Campus, Bryanston, Johannesburg
We have offices in Cape Town and Gauteng

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 Visit www.usb-ed.com
for more information

REGISTRATION FORM: We Read For You

TO REGISTER:
Please return registration form
via fax +27 (0)21 918 4478
or email to Jacky Hector at jacky.hector@usb-ed.com

Please indicate which session you will be attending:

USB Bellville (Friday, 29 October 2010)
Johannesburg (Friday, 5 November 2010)
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Full names: Alumnus: Yes No
Telephone Number (w): Postal Address (w):
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Signature: Date:

(If completing electronically, please just fill name and designation along with date)

Upon receipt of your registration form you will be issued with an invoice. You can then submit your payment. Please note
that payment must be made before the workshop date.

Registration Form: We Read For You

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