How Dan Ariely Turned Tragedy Into Discovery

The Fire and The Aftermath
At 17, Dan Ariely, Duke Psychology professor and best-selling author, was badly injured in a magnesium fire at a graduation ceremony in Israel. 70% of his body was covered with burns.

As anyone can imagine, severe burn rehabilitation treatment is intensely painful. The process involves enduring a daily soaking bath, removal of bandages and the excruciating scraping away of the patient’s dead skin.

Was there any way for this young student to achieve some sort of respite and distraction from the agonizing treatments?

The daily bandage removal was torture. Why did the nurses have to so rapidly rip the bandages from his wounded body?

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