Wednesday, August 29, 2007

A New Book About Neuroeconomics

I just received from a copy of Your Money and Your Brain: How the New Science of Neuroeconomics Can Help Make You Rich by financial journalist Jason Zweig. We met last Sept. during the annual conference for the Society for Neuroeconomics. He mentioned this book & e-mailed a draft manuscript of it. It was a pleasure to read, being not only informative, but also transformative. You can see other favorable reviews of it by Danny Kahneman, Peter Bernstein, Publisher's Weekly, David Dreman, and William Bernstein at its website as well as an excerpt of its first chapter. Chapter 2 entitled Thinking and Feeling discusses what researchers in judgment and decision making refer to as the jellybean syndrome. A final chapter about happiness provides an introduction to a burgeoning literature about subjective well-being. Three appendices provide helpful checklists for investing. There is a collection of colorful brain scan images that should appeal to, as neuroscientist Liz Phelps likes to say, those "cognitive paparazzi" among us. Finally, there are detailed endnotes with references for those who desire to follow-up in more depth.


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