Economics Books

If you're fascinated by the intersection of human biology and economic decision-making, "The Hour Between Dog and Wolf" could offer you some riveting insights. John Coates, with his background in neuroscience and Wall Street, unpacks the physiological underpinnings of risk-taking and its impact on the financial world. This book might just change how you perceive the markets—and the bankers that fuel them.

If you've ever faced perplexity reflecting on a financial decision, "Your Money and Your Brain" could be a game-changer for you. Jason Zweig taps into the engaging world of neuroeconomics to unpack the mysteries of why intelligent people make unsound financial choices. More than a simple guide, this book is a deep dive into the emotional undertow of investing, offering clear strategies to combat our brains' built-in stumbling blocks. It's a must-read if you're serious about sharpening your financial acumen with some neurological insights.

Delving into 'The Buying Brain' will be a game-changer if you're into marketing or sales, keen to understand the gray matter behind consumer choices. It's not just about selling; it’s about creating products and experiences that resonate with the hidden impulses of the subconscious. This book could give you edge, offering insights that turn passive browsing into eager buying.

This book is a wake-up call, exposing the hidden forces that shape our perception of risk. With compelling research and real-life examples, Gardner reveals the shocking truth behind our culture of fear. You'll gain a newfound understanding of why we fear the wrong things and how to make informed decisions in a world filled with misleading information. A must-read for anyone seeking to navigate the complex landscape of risk and regain control over their own anxieties.

How We Decide is a must-read for those interested in using neuroscience to enhance decision-making. Lehrer's discussion of the proper blend of intuition and rationality, as well as how to recognize the balance, will be beneficial to policymakers and business executives alike.

Most anti-smoking campaigns inadvertently encourage people to smoke. The scent of melons helps sell electronic products. Subliminal advertising may have been banned, but it's being used all the time. Product placement in films rarely works. Many multi-million pound advertising campaigns are a complete waste of time. These are just a few of the findings of Martin Lindstrom's groundbreaking study of what really makes consumers tick. Convinced that there is a gulf between what we believe influences us and what actually does, he set up a highly ambitious research project that employed the very latest in brain-scanning technology and called on the services of some 2000 volunteers. Buyology shares the fruits of this research, revealing for the first time what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company. The conclusions are both startling and groundbreaking, showing the extent to which we deceive ourselves when we think we are making considered decisions, and revealing factors as varied as childhood memories and religious belief that come together to influence our decisions and shape our tastes.

Since Plato, philosophers have described the decision-making process as either rational or emotional: we carefully deliberate or we ‘blink’ and go with our gut. But as scientists break open the mind’s black box with the latest tools of neuroscience, they’re discovering this is not how the mind works. Our best decisions are a finely tuned blend of both feeling and reason – and the precise mix depends on the situation. When buying a house, for example, it’s best to let our unconscious mull over the many variables. But when we’re picking stocks and shares, intuition often leads us astray. The trick is to determine when to lean on which part of the brain, and to do this, we need to think harder (and smarter) about how we think.In The Decisive Moment, Jonah Lehrer arms us with the tools we need, drawing on cutting-edge research by Daniel Kahneman, Colin Camerer and others, as well as the world’s most interesting ‘deciders’ – from airline pilots, world famous sportsmen and hedge fund investors to serial killers, politicians and poker players. He shows how the fluctuations of a few dopamine neurons saved a battleship during the Persian Gulf War, and how the fevered activity of a single brain region led to the sub-prime mortgage crisis. Lehrer’s goal is to answer two questions that are of interest to just about anyone, from CEOs to firefighters: How does the human mind make decisions? And how can we make those decisions better?

What if the best was yet to come? Recent studies show that our happiness levels peak at age 82, and that our decision-making skills improve as we age. As more of us live past the age of 80, in this ground-breaking book, Dr Daniel Levitin uses cutting-edge research from neuroscience and psychology to demonstrate the benefits of getting older.Packed with engaging interviews with individuals who thrived far beyond the conventional age of retirement, this book also reflects on challenges many readers will recognize. Levitin offers a realistic personal plan full of practical, cognitive enhancing tricks for everyone to follow over the years.Successful Ageing is a radical exploration of what we all can learn from those who age joyously. This book will revolutionize the way we plan for old age as individuals, family members, and citizens of a society in which the average life expectancy continues to rise.