Dan Ariely (; born April 29, 1967) is an Israeli-American professor and author. He serves as a James B. Duke Professor of psychology and behavioral economics at Duke University. Ariely is the founder of the research institution The Center for Advanced Hindsight, as well as the co-founder of several companies implementing insights from behavioral science. Ariely's TED talks have been viewed over 15 million times. Ariely wrote an advice column called Ask Ariely in the WSJ for over ten years; he stepped away from the column at the end of 2022. Ariely is the author of the three New York Times best sellers Predictably Irrational, The Upside of Irrationality, and The Honest Truth about Dishonesty, as well as the books Dollars and Sense, Irrationally Yours – a collection of his The Wall Street Journal advice column Ask Ariely; and Payoff, a short TED book. Ariely appeared in several documentary films, including The Inventor: Out for Blood in Silicon Valley and produced and participated in (Dis)Honesty: The Truth About Lies. Early life and family Dan Ariely was born to Yoram and Dafna Ariely in New York City while his father was studying for an MBA degree at Columbia University. He has two sisters. The family emigrated to Israel when he was three. He grew up in Ramat Hasharon and attended Makif Hasharon High School. In his senior year of high school, Ariely was active in Hanoar Haoved Vehalomed, an Israeli youth movement. While he was preparing a (fire inscription) for a traditional nighttime ceremony, the flammable materials he was mixing exploded, causing third-degree burns over 70 percent of his body. In his writings entitled "Painful Lessons," Ariely described his hospitalization and treatments, detailing how that experience led to his research on "how to better deliver painful and unavoidable treatments to patients." Ariely married Sumedha (Sumi) Gupta in 1998. They have two children. Education and academic career Ariely was a physics and mathematics major at Tel Aviv University but transferred to philosophy and psychology. However, in his last year he dropped philosophy and concentrated solely on psychology, graduating in 1991. In 1994 he earned a masters in cognitive psychology, and in 1996 he earned a Ph.D. in cognitive psychology from the University of North Carolina at Chapel Hill. Ariely completed a second Ph.D. in Business Administration at Duke University in 1998, at the urging of Daniel Kahneman, winner of the Nobel Memorial