“Throughout the book, you will learn about a wide range of research findings from psychologists, economists, market researchers, and decision scientists, all related to choice and decision making. There are important lessons to be learned from this research, some of...

“According to James Twitchell, the key insight that has shaped modern advertising came to cigarette manufacturers in the 1930s. In the course of market research, they discovered that smokers who taste-tested various cigarette brands without knowing which was which couldn’t...

“Choosing wisely begins with developing a clear understanding of your goals. And the first choice you must make is between the goal of choosing the absolute best and the goal of choosing something that is good enough. If you seek...