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'One of my favourite neuroscientists' ANGELA DUCKWORTH, author of GRIT
'A leading expert in the science of how we make decisions, reveals how to make better ones' TELEGRAPH
'Intellectually penetrating and beautifully written' ROBERT CIALDINI, author of INFLUENCE
Our choices shape who we are - but what determines how we make our choices?
In the tumult of everyday life, it's easy to slip into old habits, make choices without thinking, and forget good advice. The key to both changing ourselves and persuading others is not working harder - but better understanding how our brains work.
Here, pioneering neuroscientist Emily Falk introduces a new paradigm for understanding why we do what we do. Blending award-winning research with real-life stories, she reveals the hidden calculations that control our daily decision-making. She illuminates how our values shape our sense of self; how status, community and culture rewire our minds; and how we can use this knowledge to create new opportunities in all areas of our lives.
Whether we want to embrace new behaviours or become more effective communicators, Falk offers practical insights on how to apply feedback, focus attention and get in sync with others.
This is the essential guide to working with your brain to achieve fulfilling choices and lasting change.
Emily Falk is a professor of communication, psychology and marketing at the University of Pennsylvania, where she also directs the Communication Neuroscience Lab. Her pioneering work on the neuroscience of attitude and behaviour change has been recognised with numerous awards, and widely covered in the press including the BBC, the New York Times and Psychology Today.
