The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these to win customers, retain customers and sell more.

An art expert instantly spots a fake. A cop decides whether to shoot. A psychologist accurately predicts a couple’s future in minutes. This book is about those moments when we ‘know’ something without knowing why. It shows that honing your instincts could change the way you think about thinking forever.

Brainfluence explains how to practically apply neuroscience and behaviour research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer’s preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.

Whether we're buying a pair of jeans, ordering a cup of coffee, selecting a long-distance carrier or
applying to college, everyday decisions—both big and
small—have become increasingly complex due to the overwhelming abundance of choice we are presented with. In The Paradox of Choice, Barry Schwartz explains at what point choice—the
hallmark of individual freedom and self-determination that we so cherish—becomes detrimental to
our psychological and emotional well-being.

Why do smart people make irrational decisions every day? The answers will surprise you. Predictably Irrational is an intriguing, witty and utterly original look at why we all make illogical decisions. Why can a 50p aspirin do what a 5p aspirin can’t? If an item is “free” it must be a bargain, right? How do our expectations influence our actual opinions and decisions? In this astounding book, behavioural economist Dan Ariely cuts to the heart of our strange behaviour, demonstrating how irrationality often supplants rational thought and that the reason for this is embedded in the very structure of our minds.

Do you ever make mistakes? Do you ever lose your temper and then immediately regret it? Are you impulsive? Do you make great plans which you fail to act on? Do you ever behave irrationally? Don’t worry, it’s not your fault. Your brain is to blame. Extraordinary though it is, your brain is riddled with biases, blind spots and other cognitive weaknesses which can lead you seriously astray. But Derren Brown’s Boot Camp will help you tame your errant brain and fundamentally change the way you think.

‘This is the story of how your life shapes your brain, and how your brain shapes your life.’ Join renowned neuroscientist David Eagleman on a whistle-stop tour of the inner cosmos. It’s a journey that will take you into the world of extreme sports, criminal justice, genocide, brain surgery, robotics, and the search for immortality. On the way, amidst the infinitely dense tangle of brain cells and their trillions of connections, something emerges that you might not have expected to see: you.