In this insightful, witty, and easily digestible book, Northwestern University decision scientist Alexander Chernev describes perceptual illusions and decision fallacies that make us gain rather than lose weight. Bringing to life the latest research in psychology, decision sciences, and behavioral economics, The Dieter"s Paradox cleverly reveals the irrational ways we think about eating and dieting and identifies seven decision traps we frequently fall into in our zeal to be fit. Thought-provoking and surprisingly entertaining, this book will change the way you think about food and dieting.