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The Business of Choice: Marketing to Consumers’ Instincts by Matthew Willcox

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Acknowledgments

First I would like to thank Kimberlee D’Ardenne, without whom this book wouldn’t have been written. Kim is a neuroscientist who just happens to be a fine writer and editor. She made sure that I didn’t misrepresent the science and helped me write about complex matters with something that I hope approaches clarity. Really her name should be on the cover as well. I’d also like to thank the team at Pearson and FT Press, particularly Charlotte Maiorana who suggested that a book like this one might be interesting. Thank you Charlotte, for your confidence!

The book would have also not been possible were it not for the thousands of people who investigate behavior and delve into the whys and hows of human decision making, so my thanks ...

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