9 of 10
BACKNEXT
Dan Ariely
Dan Ariely
"People often and repeatedly make illogical yet predictable decisions." - Dan Ariely
Professor of behavioral economics, Duke University; member of MIT's Media Lab Center for Future Banking
Big Idea: People are predictably irrational
Clients: Bank of America, Match.com, P&G

While serving in the Israeli army, Ariely suffered third-degree burns. Throughout his recovery, he found himself constantly questioning his doctors' decisions, specifically the process of alleviating pain.

His curiosity about human behavior led to two Ph.D.s, and now he uses his research to advise companies on how to influence consumer decision-making. He's helped a large insurer reduce cheating on its' claim forms, and he's helping create a toothbrush for Procter & Gamble that reminds people to take their prescription medication. Ariely, 41, also studies the logic behind spending patterns - what consumers are willing to spend on a product vs. their understanding of its value. And that will make him a very popular man in this economy.

NEXT: Niko Canner
Last updated November 13 2008: 7:28 AM ET
Secrets of their success What separates the legendary CEO from the chronically dissatisfied cubicle dweller? It's not innate talent, argues Tipping Point author Malcolm Gladwell in his new book. More
When a star CEO leavesHere's a look at what happened when 10 famous business leaders left their empires. More
The genius behind Steve Could operations whiz Tim Cook run Apple someday? More
Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.