What We're Reading
How We Decide
Most marketers would give their right arm to get inside the head of Jane Customer at the moment she’s deciding, say, whether she’ll apply for a store card, or which gym to join. How We Decide by Jonah Lehrer is the next best thing.
What We're Reading: How We Decide
Most marketers would give their right arm to get inside the head of Jane Customer at the moment she’s deciding, say, whether she’ll apply for a store card, or which gym to join. How We Decide by Jonah Lehrer is the next best thing.
“Lehrer explains in clear language the distinctions between different kinds of decisions, and the type of thought process each kind of choice requires,” says Heinrich Senior Vice President Sandi McCann. “It’s a surprisingly entertaining layman’s guide to the inner workings of the brain when it’s decision time.”
This reading should come in handy when planning your next campaign — not to mention the next time you have to make small talk with a neuroscientist.