I read this while on holiday and could not put it down. A compelling unifying theory describes and explains the psychology of normal people’s decision making, especially where and why we are not always logical.
There are many practical aspects that can be applied to project estimation, sales and relationship building, but mostly I found this book interesting because its full of the fascinating quirks and foibles of the human mind. These are laid bare through of surveys and experiments that reveal effects such as anchoring, priming , re-framing, time-insensitivity and many other delights.
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