From My Bookshelf....by Lynn Willoughby

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Those of you who follow this column know that I don't read a lot of non-fiction, but today's books came highly recommended and both were a delight to read. There is so much insight contained in these two very different volumes.

Predictably Irrational - Dan Ariely
Ariely is a Professor of Psychology and Behavioral Economics - so on the face of it this would appear to be dry reading about market forces. Wrong! In fact it is not only appealing, but often very funny.

Ariely tells us that "life with fewer market norms and more social norms would be more satisfying, creative, fulfilling and fun." This is a book detailing the data Ariely has himself created and collected by studies and experiments of what people actually do when they buy, sell, change jobs, marry or make other real life decisions. In other words, what is it that makes us tick and how do marketing experts use that information.
I was especially astounded by the chapter on the concept of zero, or free. It turns out I am just as predictable as everyone else when offered something for "free," when in fact, market researchers and behavioral economists already know how I will react, and you and you and you!

At the heart of the "market approach to understanding people is a set of assumptions. First, you are a coherent and unitary self. Second, you can be sure of what this self of yours wants and needs...Third, you get some information about yourself from your body." And that, my friends, is what marketers are depending on. How many of you have taken home a red pen from the office because your child needed it for a project? How many of you couldn't find a red pen at work, saw the open petty cash drawer and could have taken the money to buy a pen on the way home? Exactly!! To quote Bill Cosby "having a child is surely the most beautiful irrational act that two people can commit." Yet here we are.

You can be rational or irrational - there are many different versions of you. "We aren't cool calculators of self interest who sometimes go crazy; we're crazies who are, under special circumstances, sometimes rational." Look at Dr. Jekyll and Mr. Hyde!
    The Upside of Irrationality
    Effort for Payment
...many published papers and books

In Praise of Strong Women - David Kirkpatrick
This memoir is written by a master storyteller, he captures emotions absolutely eloquently. He tells us how bold women have shaped his life, beginning with his grandmother, then his mother, teachers, lovers, wives and friends. He takes us on a journey through his life, via these women.

Kirkpatrick's quirky humour made me laugh out loud. His personal and engaging anecdotes kept me reading. His praise of these strong women showed me his wisdom and growth, as he is forced to deal with the crisis we all face throughout life - birth, death, illness, war, divorce and losses.

Kirkpatrick is a psychologist who balances his working life between community mental health in Vancouver's Downtown East Side ("Canada's poorest postal code") and a private psychotherapy practice.

He says about his life with his wife Betsy "they would fight and laugh, argue and make up, cuss and discuss the returns of the day, they would function more effectively and competently..." I personally believe this too, None of us just always agree on everything. Why would we?

Also regarding Betsy, Kirkpatrick writes "I asked why I was the one who seemed to be making all the apologies. Her answer was simple. 'Oh, I don't know, honey. Probably it's because you're the one making most of the mistakes." Don't you love Betsy?

This book is appealing to women and men on many levels. It helps both sexes to understand women better. ..."typical of strong women, they did what they had to do to get the job done, and didn't ask for any special recognition for their efforts or skill. Like strong women throughout history, they were unsung heroes."
    numerous health care and humourous articles,


Who Knew?
"Rosie the Riveter" inspired a social movement that increased the number of working women in the US. It has been said that it was this process of whites working alongside blacks that encouraged a breakdown of social barriers and a healthy recognition of diversity, where African-Americans were able to lay the groundwork for the postwar civil rights revolution, by equating segregation with Nazi white supremacist ideology.