Penn State

Margaret G. Meloy - Professor of Marketing, Penn State University Park

Book Title: Thinking, Fast and Slow

Author: Daniel Kahneman

Book Description:

Daniel Kahneman and Amos Tversky revolutionized the way we think about judgment and decision making and launched the field of behavioral economics. Their findings also sparked a revolution within cognitive and social psychologists by driving home the importance of understanding behavior at a more nuanced, non-conscious level. This book provides terrific insights into the roles of conscious and non-conscious thought in driving preference and choice.

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