The renowned social scientist, professor, and bestselling author of Predictably Irrational delivers his most urgent and compelling book: an eye-opening exploration of the human side of the misinformation crisis, examining what drives otherwise rational people to adopt deeply irrational beliefs.

"Timely... a crucial foundation for building a more empathetic and informed society." - Daniel H. Pink

"An important book for those who want to understand... the increasingly complex world." - Arianna Huffington

How do we distinguish between fact and fiction in a post-truth world?

The rise of fake news and AI-generated deep fakes have created a crisis of trust, making it more difficult than ever to know when we are being misled.

Renowned social scientist Dan Ariely explores how the concept of misbelief can lead anyone to doubt established truth and embrace conspiracy theories. Drawing upon his first-hand experience of being the subject of disinformation, Ariely investigates the psychological drivers and motives behind irrational beliefs and what we do to counter them.

An urgent call-to-action, Misbelief uncovers how we can stem the tide of misbelief with an empathetic and tolerant approach and restore trust in society.