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13 min 59 sec
Available in:English

Phishing for Phools: The Economics of Manipulation and Deception

Shows how free markets reward anyone who can manipulate buyers, from supermarket layouts and ad slogans to bond ratings and drug studies, and how standards, laws and a simple budget help you avoid being duped.

Table of Content

Most of us believe we shop like the people in economics textbooks: we compare prices, weigh what we like and spend limited money with care. In Phishing for Phools, two Nobel-winning economists, George Akerlof and Robert Shiller, argue that this picture leaves out something huge. Free markets do more than answer our needs. They also reward anyone who can get us to act against our own interests, a practice the authors call phishing. Its victims they call phools.

That is the claim everything here builds toward: manipulation is a normal part of how markets work, wherever people are tempted or poorly informed, and the best protection is decided before the temptation arrives. The examples run from the supermarket floor to the 2008 financial crisis, from a famous orange brand to a painkiller and the cigarette industry. Along the way you’ll learn to spot the hook before you bite, and the simple budget rule the authors offer as a defense.

The classroom version of shopping has rational buyers weighing apples against oranges. Walk into any real supermarket, though, and the layout of the shelves and even the instructions on a cake box tell a very different story.

A loyal customer rarely checks the goods from a seller with a great reputation. That small habit of trust, scaled up to Wall Street, helped bring down the financial system in 2008, in a way few people have noticed.

Two cheerful words turned ordinary oranges into a brand people reach for without thinking. And the way you pay at the end of a meal may be changing how much you leave behind, without you ever deciding it.

Two leading economists got hold of a major law and still could not find the words that made it do what it did. If they could not, what chance does an ordinary voter, or patient, have?

A boarding line at the airport and a nineteenth-century machine have something in common: both were clever ideas that paid off handsomely for sellers. Who paid the bill is a very different question.

A bag of damaged grain could easily carry a perfect label, and a toaster box could hide a surprise in its fine print. Some defenses against this already exist, and one of them fits on the back of a paycheck.

Phishing for Phools asks you to drop a comforting idea: that a free market is a neutral place where your choices are simply served. Akerlof and Shiller describe a market that also pays people to find your weak spots, whether that is a wish to bake from scratch, a soft spot for a sunny story, trust in a famous rating, or a gap in what you know about a law or a pill. Being phished is what happens to ordinary people in a system that rewards the phisherman, and it says little about how clever they are.

That shifts where protection comes from. Some of it is shared: grading standards like those for American wheat, and laws like the Uniform Commercial Code that refuse to blame buyers for fine print. Some of it is yours. Before a purchase or a vote, ask who arranged the choice and who paid for the information you are relying on. Watch whether you reach for the card when cash would slow you down. And set your limits in advance with the 50-30-20 split, so that the long walk past every aisle to the milk at the back costs you nothing extra.

About this book

What is this book about?

Economics textbooks describe shoppers who weigh prices against their tastes and make sensible trades. George Akerlof and Robert Shiller argue that this picture leaves out one of the most common things markets do. Whenever someone can profit by getting you to act against your own interests, a free market gives them every reason to try. The authors call this phishing, and its victims phools. Their examples cover everyday life. Supermarkets put the milk at the back of the store. Credit rating agencies spent their good names on rotten financial products before the 2008 crisis. An ad agency sold oranges with two warm words, and card payers leave bigger tips. A painkiller looked like a wonder drug in a study its maker paid for, and the tobacco industry hired its own scientists to cast doubt on cancer evidence. The book also points to defenses that already work: grading standards for goods like wheat, contract law that protects buyers from fine print, and a personal budget rule that decides your limits before temptation arrives. Readers learn to spot the hook and ask who is behind each choice.

Book Information

Rating:

Genre:

Economics

Topics:

Behavioral Economics, Business Scandals, Marketing Psychology, Public Policy

Publisher:

Princeton University Press

Language:

English

Narrator:

Julia

First published:

September 15, 2015

Pages:

288

Length:

13 min 59 sec

Get the book:

Amazon

Who it's for

  • Wary shoppers and savers

    Shoppers and savers who suspect stores, ads and cards are nudging them to spend more.

  • Professionals relying on experts

    Professionals who rely on ratings, studies and expert advice and want to judge who paid for them.

  • Curious about 2008's crash

    Readers curious about the 2008 crisis and how manipulation fits into ordinary economics.

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About the Author

George A. Akerlof

George A. Akerlof is Koshland Professor of Economics Emeritus at the University of California, Berkeley, and a university professor at Georgetown's McCourt School of Public Policy. He shared the 2001 Nobel Memorial Prize in Economic Sciences for work on markets where one side knows more than the other. Robert J. Shiller has been a Sterling Professor of Economics at Yale. He helped create the Case-Shiller housing price index, gave early warning of the stock and housing bubbles, wrote Irrational Exuberance and shared the 2013 Nobel Memorial Prize for empirical work on asset prices.

Ratings & Reviews

Ratings at a glance

3.9

Overall score based on 136 ratings.

What people think

Listeners find this book to be an essential read for consumers, noting that its strong insights are reinforced by plenty of examples. The work also earns praise for its depth in behavioral economics and its storytelling, with one listener specifically noting its clear explanation of the financial crisis. Conversely, there are varied reactions to the clarity and writing style; some consider the text well-composed while others take issue with it, and while some find the content simple to follow, others characterize it as too elementary.

Top reviews

Ratthapong

This is a wake-up call that every consumer needs to read right now. We are constantly being "phished," and this book provides the intellectual armor needed to see through the manipulation of big corporations. Personally, the most eye-opening part was the analysis of how pharmaceutical companies influence doctors; it’s terrifying to see how deep the deception goes. The narrative quality is excellent, making complex economic theories feel like a high-stakes detective story. The authors don't just point out the problems; they help you understand the systemic reasons why markets fail to protect us. It’s rare to find a book by Nobel laureates that is this readable and practical. I’ve already started changing the way I look at marketing and "free" services online after finishing this. A must-read!

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Dimitri

Finally got around to reading this, and I’m so glad I did! It’s a masterful breakdown of how the "invisible hand" can sometimes lead us right off a cliff. The authors provide a wealth of examples, from the deceptive tactics used in the 2008 recession to the subtle ways supermarkets are designed to make us overspend. What I loved most was the narrative style; it felt like having a conversation with two very wise mentors. They make a compelling case that regulation isn't just about stopping fraud, but about balancing the inherent tendencies of the market to "phish" for suckers. It’s an empowering read that has made me a much more conscious participant in the economy. This should be required reading in every high school or college intro class.

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Jib

Wow, what a deep dive into the psychology of our modern economy. This book completely changed my perspective on the "freedom" of the free market. Akerlof and Shiller show that in a world where everyone is free to compete, someone will always find a way to compete by deceiving you. The chapters on the 2008 crisis were a standout for me, providing a clear and readable account of how systemic "phishing" led to a global meltdown. The authors' style is engaging and accessible without sacrificing the importance of their message. It’s a serious topic, and at times it can be upsetting to realize how much we’re being manipulated, but knowledge is power. I can't recommend this highly enough for anyone who wants to be a smarter consumer and a more informed citizen.

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Yuwadee

After hearing so much about the "rational actor" in economics, this book was a refreshing, if somewhat cynical, breath of fresh air. Akerlof and Shiller do a fantastic job of explaining why we shouldn't always trust the market to provide what's best for us. The way they break down the 2008 financial crisis through the lens of "phishing" made the complex world of derivatives and mortgage-backed securities much easier to grasp. Look, it’s not a perfect book—some sections on advertising felt a bit dated—but the central message is incredibly important. The authors successfully argue that deception is an inevitable part of a free market, not just a bug in the system. It’s a readable account that definitely makes you think twice about your next impulse purchase or investment.

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Lily

As a student of economics, I found the concept of "phishing equilibrium" to be a brilliant addition to my understanding of market dynamics. The authors challenge the traditional view that markets only satisfy legitimate needs, showing instead how they exploit human frailties for profit. I particularly appreciated the discussion on "sludge"—the little hurdles that make it hard for us to act in our best interest. The writing is clear, though I'll admit the tone can be a bit repetitive at times. To be fair, some of the examples involving tobacco and alcohol are well-known, but seeing them framed within a larger economic theory adds a lot of value. It's a great bridge between psychology and traditional finance, even if it skips over some of the deeper technical analysis I was craving.

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Lek

Ever wonder why you keep buying stuff you don’t actually need? Akerlof and Shiller explore this through the lens of "phishing for phools," showing how free markets aren't just efficient machines but also traps for our psychological weaknesses. While the examples involving tobacco companies and pharmaceutical giants were engaging, I felt the book lacked a certain academic rigor. To be fair, it’s a very accessible read, which is a plus for some, but I found the "phishing equilibrium" concept a bit under-explained. It’s a decent introductory text if you’ve never thought about how corporations manipulate consumer behavior, but it feels a bit light for a Nobel prize-winning duo. The middle section on the financial crisis dragged significantly, though the insights into credit card psychology were a nice touch.

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Olivia

The authors seem to have missed the mark with their target audience. They claim to write for the general public, yet they oscillate between overly technical financial jargon and patronizingly simple examples like why Cinnabon smells good in malls. Not gonna lie, the section attacking the giants of advertising like David Ogilvy was particularly baffling; it felt like a moral crusade rather than an economic analysis. The core idea—that markets naturally produce deception—is interesting, but it gets buried under a mountain of superficial case studies. I was particularly frustrated by the lack of cohesive structure, as the book felt more like a series of disconnected essays than a unified argument. It’s not "wrong" per se, but it's certainly not the seminal work I was hoping for from such prestigious thinkers.

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Noah

While the premise is interesting, the execution left me quite bored and unimpressed. I’ve been following the behavioral economics scene for a while, and this felt like a retread of every basic concept in the field without any fresh perspective. The authors spend nearly half the book on introductory fluff and conclusions that just repeat what was already said. Frankly, the chapter on "innovation" focusing on Facebook addiction was particularly weak and felt tacked on to stay relevant. I was looking for a rigorous critique of the "invisible hand," but instead, I got a laundry list of obvious observations about how ads work. It’s hard to recommend this when there are much better books on market manipulation and cognitive bias available. I struggled to finish it, which is rare for me with nonfiction.

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Nikolai

Total disappointment for anyone who has already read a single book on behavioral economics. I expected a deep dive from two Nobel laureates, but instead, I got a collection of anecdotes that felt like they were clipped from a mid-tier financial magazine. Truth be told, the chapters on the 2008 financial crisis added absolutely nothing that wasn't covered better in "The Big Short." The writing is repetitive, and the authors spend way too much time on introductions and conclusions rather than providing new data. If you’re a beginner, maybe you’ll find some value here, but for everyone else, it's just a waste of time. I found myself skimming the last fifty pages because the "phishing" metaphor was stretched so thin it practically became transparent. Skip this one and read some Kahneman instead.

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Valentina

Not what I expected from authors of this caliber. The book reads like a collection of Wikipedia entries on famous scams and marketing tricks, lacking any cohesive new theory. I found the arguments against advertising to be incredibly naive, almost as if the authors have never actually worked in a business environment. The truth is, most of the "phishing" they describe is just basic commerce that everyone already understands. Why waste 200 pages telling me that tobacco causes cancer or that people spend too much on credit cards? The pacing is sluggish, and the insights are as shallow as a magazine article. I’m honestly surprised this got so much praise from the economic community. It’s an oversimplified, patronizing mess that fails to deliver on its promising title.

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Questions about this book

George Akerlof and Robert Shiller argue that free markets do more than serve rational buyers. They also reward anyone who can get people to act against their own interests, which the authors call phishing. Victims are phools. Because profit is available, someone will always look for a weakness to exploit, from supermarket layouts to bond ratings, ads, drug studies and the tobacco industry’s hired experts.

Reputation mining means using a trusted name to sell something worse than customers expect, like a fruit seller known for perfect avocados passing off average ones at full price. The authors argue that before 2008, credit rating agencies such as Moody’s and Standard and Poor’s did this, giving top ratings to risky financial products because the banks paying for ratings could take their business elsewhere.

The authors cite research suggesting they do. Psychologist Richard Feinberg found that people paying by credit card left tips 13 percent larger than people paying cash. Another study found that department store shoppers with credit cards bought more than shoppers who could only pay in cash. The authors see shops that push card payments as phishing for that extra spending.

The book points to shared defenses, such as grading standards for goods like wheat and contract laws like the Uniform Commercial Code that protect consumers from fine print. For individuals, the authors suggest the 50-30-20 budget: half of take-home pay for must-haves, 30 percent for wants and 20 percent for savings. Firm limits set in advance make temptation easier to resist.

It suits anyone who buys, votes or takes medicine, which is nearly everyone, but especially readers who want a plain explanation of how manipulation works inside ordinary markets. People interested in the 2008 financial crisis, advertising, the drug industry or tobacco history will find concrete cases, along with practical questions to ask before trusting a rating, a study or a sales pitch.

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Phishing for Phools

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