Neuromarketing and psychology have always fascinated me. Below is a list of books that I enjoyed on this topic over the years. Predictably Irrational: The Hidden Forces That Shape Our Decisions Written by Dan Ariely, a Professor of psychology and behavioral economics at Duke University, author and co-founder of several companies implementing insights from behavioral science. His work focuses on understanding human behavior, decision-making, . Ariely explores how humans are predictably irrational, a key tenet of behavioral economics. Through scientific experiments and anecdotes, he illustrates various influences on human behavior, such as the lack of an internal meter for evaluating an...