Thinking, Fast and Slow
Daniel Kahneman explains the two systems of thought that govern our decisions. Cognitive psychology applied to marketing and decision-making.
What you get out of it
Understand the cognitive mechanisms behind consumer decision-making
We don't decide and then rationalize: we rationalize having already decided.
Why I recommend it
System 1, system 2: the fast brain that decides and the slow one that tells itself stories. Kahneman, winner of the Nobel Prize in Economics, spent his life documenting our biases. This book makes them impossible to ignore.
Essential if you design interfaces, messages or prices: all of behavioral design (and its excesses) comes from these pages. It's a demanding brick of a book. Read it chapter by chapter, one bias at a time, and watch your own week with it.
Classic. The reference on cognitive biases. Some priming studies cited in the book failed to replicate, which Kahneman himself acknowledged in 2017.
Affiliate link: it pays for keeping the library up to date, at no extra cost to you.
