Robert Lewis's Reviews > Thinking, Fast and Slow

The work that introduced the world to heuristics and behavioral economics, "Thinking, Fast and Slow" answers an age old question (that is extremely important in marketing): why do people say they do, like or desire a certain thing, but behave in ways contrary to that belief or desire?

This book breaks down the brain into 2 systems, named "system 1 and system 2" in very Dr, Seuss-ish terms and explains precisely how the human brain can process millions of pieces of information every day, from simple concepts such as "breathe" or "walk forward" to complex mathematical equations and cognitive skills tests.

A must read for anyone in the marketing industry or just students of the human condition, this book has forever changed my view of people and the world.

I only gave 4 rather than 5 stars because it reads much like it was written: by a Nobel prize winning economists. Fantastic information, but pretty high-level and deep at times.