What We Value

Essential reading for anyone who wants to effect real change in their life, business, or community. – Jonah Berger, bestselling author of CONTAGIOUSEmily Falk is a world leader in this space … What We Value will help you better understand how you make decisions, and equip you to make them more wisely. – Professor Jamil Zaki, Director of the Stanford Social Neuroscience LabIt’s the everyday choices that lead to happiness and success. Falk, leading expert in the science of how we make decisions, reveals how to make better ones … The force of habit can be enormous [and] it can sometimes feel like we’re battling our own brains. It needn’t be that way, according to What We Value; its purpose is to help people understand why they do what they do, and to get back in the driver’s seat and have the life they want. * Telegraph *This book totally changed the way we think about decision making - and about life. Read it! – Roman Tschäppeler & Mikael Krogerus, authors of THE DECISION BOOKIn What We Value, Emily Falk-one of my favorite neuroscientists-explains in beautiful, personal, first-person prose how our brains make choices for us, what we can do to change those choices, and how we can tune our connections to other people. Falk meets ancient questions with modern neuroscience-and in her honest, humble, authoritative voice, engages us in a conversation that may well change the choices we make and, in turn, the people we are. – Angela DuckworthRich, riveting, and packed with practical insights drawn from cutting-edge research, What We Value will help you approach choices and change more effectively. A brilliant neuroscientist and masterful storyteller, Falk has produced a captivating must-read for anyone who aspires to learn and grow. – Katy Milkman, bestselling author of HOW TO CHANGEEmily Falk has given us an intellectually penetrating and beautifully written account of how what we value at any one moment influences our choices, which influence the choices of those around us, which redound to influence us in turn. Even better, she specifies practices we can employ to affect the brain processes responsible for these influences. It is the best blending I have seen of important behavioral and neuroscience evidence. – Robert Cialdini, author of INFLUENCE and PRE-SUASION

Emily Falk is a professor of communication, psychology and marketing at the University of Pennsylvania, where she also directs the Communication Neuroscience Lab. Her pioneering work on the neuroscience of attitude and behaviour change has been recognised with numerous awards, and widely covered in the press.