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The book analyzes key cognitive biases, including the Zero-Price Effect (the magnetic pull of 'free'), Anchoring, Loss Aversion, the Sunk Cost Fallacy, and the Illusion of Control. Each chapter exposes the universal psychological root of a bias while illustrating its unique cultural expression. By contrasting contexts like high-trust vs. high-friction economies, the author reveals that while the impulse toward irrationality is universal, the mechanism of error is deeply context-dependent.
More than just identifying errors, this book provides the tools to use this knowledge. It teaches readers to become their own Choice Architects—designing environments that nudge them toward better outcomes—and to employ the Cultural Mirror—understanding the social forces that shape their systematic mistakes.
The Global Code of Irrationality is essential reading for anyone seeking to master the hidden variables that govern human behavior, whether in marketing, personal finance, negotiation, or simply the pursuit of a more deliberate life.
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Shreenivas Joshi is an authority on consumer behavior and financial technology, supported by a 25-year career as a Fintech Product Management leader at global corporations like eBay, PayPal, and PayU. With a foundation in Computer Science, he has spent his professional life analyzing vast amounts of behavioral data to inform effective product strategy. He has lived across different parts of the world, taking immense interest in local cultures, cuisine, their behavioral habits, etc.
Driven by a passion for understanding the cognitive biases that shape financial decisions, Shreenivas Joshi's writing applies the core concepts of behavioral economics to the distinctive context of Indian policy and consumer behavior. He is intrigued by the subtle ways Indian readers respond to incentives, risk, and choice, and he aims to offer insights that improve both personal finance and government policy-making.
Shreenivas Joshi resides near Mumbai, India, and dedicates his time to dissecting the "why" behind economic decisions.
