Do you find it easier to spend money when you are using a credit card opposed to cash? Do you wonder why you can't make that 2-foot putt, even though you have played on that golf course dozens of times?
How We Decide is a great book by Jonah Lehrer that explores the workings of the brain on how we make everyday decisions in life.
Whether it be how a quarterback knows who to throw the football to in crunch time or how someone makes a decision to buy something.
As a marketer, I was intrigued when I read the first chapter on NYT. Afterall, it would be great to know how and why customers purchase your products and what goes through their minds. Not everyone purchases rationally, in fact, most don't (including me!).
The mind is a wonderful and complex thing - this book looks at how it works and essentially how we make decisions on everday tasks to challenging times.