Title: Pretentious behavior in number theory Abstract: A few years ago, Granville and Soundararajan introduced the notion of what they called "pretentious behavior" - they proved that the magnitude of a character sum (i.e. a sum of chi(n) over 0 < n < x, where chi is a primitive Dirichlet character) is large for some x if and only if the character chi 'pretends' to be a primitive character of opposite parity and small conductor. This led to several breakthroughs in the study of character sums, including the first unconditional improvement of the Polya-Vinogradov inequality in almost 90 years. Since then they have continued to explore pretentious behavior in other contexts, perhaps the most notable application being to a key step ('weak subconvexity') in Holowinsky and Soundararajan's recent proof of the holomorphic analogue of the Quantum Unique Ergodicity conjecture. I will discuss pretentious behavior in number theory and describe some applications of the theory.