What We Value: The Neuroscience of Choice and Change
A new book by Vice Dean Emily Falk reveals the hidden calculations that shape our daily decisions — and how to make more fulfilling, impactful choices in our work, relationships, and lives.
As director of the Communication Neuroscience Lab at the Annenberg School for Communication at the University of Pennsylvania, Vice Dean Emily Falk spends a lot of time thinking about the neuroscience behind how we make our decisions.
Her first book, “What We Value: The Neuroscience of Choice and Change," out now from W. W. Norton & Company, is based on her pioneering research into what makes messages persuasive, why and how ideas spread, and what makes people effective communicators.
In the book, she reveals how we can transform our relationship with the daily decisions that define our lives — opening pathways to make more purposeful, fulfilling choices; more successfully change our behavior; and influence others to see differently — by thinking like neuroscientists.
Filled with captivating stories of star comedians, journalists, sports legends, and more, "What We Value" is a groundbreaking guide to finding new possibilities in our choices — and the lives we ultimately make with them.
