Why’s It So Hard to Get People to Change Their Behavior?

Why would a crisis make us act oddly, even against our own interests? Dan Ariely is an expert in irrationality, and for him it is personal. An accident left him with terrible burns on much of his body. During his recovery, he began to observe human quirks. As he explains to Hari Sreenivasan, the experience kick-started a lifelong quest to unravel behavioral mysteries.