The Choice Effect is for young women who have all the opportunities in the world and no idea how to decide among them. It's one thing to have lots of options wh

Whether we're buying a pair of jeans, ordering a cup of coffee, selecting a long-distance carrier, applying to college, choosing a doctor, or setting up a 401(k

What if you could use Nobel prize-winning science to predict the choices your customers will make? Customer and user behaviors can seem irrational. Shaped by me

Conversions begin in the brain. Every purchase starts with a decision, and every decision is shaped by consumer psychology. This book explains how mental shortc

Why do some companies prosper while others fail? Despite great amounts of research, many of the studies that claim to pin down the secret of success are based i