Inside Our Fallible Brains

I’ve always prized rationality over emotionally based thought. I like facts. Proofs. Solid arguments to back a theory.

I’m not the type to fall for marketing gimmicks or get hooked by the emotional tugs in advertisements. I take the long view. I make well-informed decisions when I shop, not emotional choices — or so I smugly asserted to myself.

Then I read Daniel Kahaneman’s best-seller, Thinking, Fast and Slow, and my identity, as I knew it, was delivered a black eye. Turns out, I’m not as rational as I thought.

But no one else is, either. Kahaneman’s book details many (so, so many) logical fallacies that people instinctively and unconsciously stumble into.