Is This The Best Consumer Behavior Book To Read In October 2025?

In The Winner’s Curse: Behavioral Economics Anomalies, Then and Now, Nobel laureate Richard H. Thaler collaborates with economist Alex O. Imas to revisit and expand on the groundbreaking ideas that launched the science of behavioral economics.

Drawing on Thaler’s original “Anomalies” columns, featuring legends like Daniel Kahneman and Amos Tversky, the book juxtaposes classic theories with modern research, demonstrating that human irrationality remains as engaging and pertinent as ever.

From why others overpay at auctions to why investors continue to lose stocks for far too long, Thaler and Imas uncover how psychological mistakes guide financial, sporting, and everyday decisions.

With humor, data, and stories, The Winner’s Curse is a thought-provoking but lively examination of what actually motivates human behavior, once more proving that economics is as much psychology as it is arithmetic.

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