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Predictably Irrational: The Hidden Forces That Shape Our Decisions

Comments and mentions from HN threads:

Ask HN: Books with a high signal to noise ratio?

mildredmorgan: Fascinating reads about how the mind works that yield useful insights for UI design and marketing.

Ask HN: What books have made the biggest impact on your mental models?

mikesabat: particularly good. Especially the first half.

KirinDave: Is essentially required reading for anyone who is making decisions for a product.

Ask HN: Any recommended books on developing mental models?

yusufp: Taught me more about how and why we make decisions and what good decisions are.