I just started reading this book and within the first five pages, I was surprised at how strikingly simple (read: predictable) us humans are.
I highly recommend it to anyone seeking to understand why we make the choices we do and how we’re influenced.
Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin?
Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?
When it comes to making decisions in our lives, we think we’re making smart, rational choices. But are we?