Why are you reading this? How did you decide to click the link, load the page and stay? How do we decide to do anything at all and, out of the myriad choices we face each day, what makes one option more preferable over another? This is one of the most fundamental questions of the social sciences, from consumer psychology to economic theory to behavioral science.
Today, at the risk of meta-irony, we look at not one but five fantastic books and talks that explore the subject. Take your pick(s) — if you can, that is.
JONAH LEHRER HOW WE DECIDE
The Human Brain: How We Decide from Science in Action on Vimeo.