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Left Brain, Right Stuff by Phil Rosenzweig

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FOR FURTHER READING

The best single volume on behavioral decision theory is Daniel Kahneman’s Thinking, Fast and Slow. Not only does Kahneman provide a comprehensive overview of the most important findings, including a review of common errors and cognitive biases, he also describes how the field evolved, drawing back the curtain to explain the genesis of many of the best-known experiments that he and Amos Tversky conducted. For brief but succinct texts, I recommend Reid Hastie and Robyn M. Dawes, Rational Choice in an Uncertain World, and Keith Stanovich’s Decision Making and Rationality in the Modern World.

Decision research has made contributions to several fields and has produced a number of successful books. For consumer behavior, see Dan ...

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