Daniel Kahneman, the Nobel Prize–winning psychologist who has studied and written extensively about behavioral economics, shared many such insights in his book Thinking, Fast and Slow. Similarly, economist Daniel Ariely covers eye-opening experiments he has conducted about how consumers make purchasing decisions, such as we saw earlier with The Economist subscription example in his book Predictably Irrational. Another fascinating look at how consumers make choices is The Art of Choosing, by one of the world’s leading specialists on the psychology of choice, economist Sheena Iyengar.
