that book - and that chapter specifically, are absolutely fascinating. i have read that book three times and do not feel like i have a firm understanding of the content yet (try to read it once a year). i also like his example of polarized political views

think fast and slow is also an amazing book - and i recommend it to almost everyone that i talk to about books. it is not a quick read (it's almost 500 pages i believe), but you will never think about advertising or your brain the same way after you reading about anchoring , substitution, and framing