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Economics and the brain: how people really make decisions in turbulent times. Articles about NEUROSCIENCE http://www.scoop.it/t/science-news?tag=neuroscience 
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“You would be amazed to find how often we mislead ourselves, regardless of how smart we think we are, when we attempt to explain why we are behaving the way we do,” Dichter observed in 1960, in his book “The Strategy of Desire”. He held that marketplace decisions are driven by emotions and subconscious whims and fears, and often have little to do with the product itself. Trained as a psychoanalyst, Dichter saw human motivation as an “iceberg”, with two-thirds hidden from view, even to the decision-maker. “What people actually spend their money on in most instances are psychological differences, illusory brand images,” he explained.
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As a researcher and theorist Kahneman has dedicated his life to exposing the illusions that color all human judgment, including his own. In a sense, he and his colleagues have been at war for decades with our tendency to lie to ourselves. And judging from his own clear-eyed account of his work, his “adversarial collaboration” model for bridging fierce disagreements in the sciences, and the profound influence his work has exerted on how psychologists and economists think about decision-making, Kahneman is winning.
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