THE FALSE GOD OF THE RATIONALISTS:

Your Brain's Not So Bright: In picking stocks, your money-grubbing mind plays tricks on you (Emily Brandon, October 5, 2007, US News)

Investors' choices often make no logical sense but perfect emotional sense, argues financial journalist Jason Zweig in his new book, Your Money & Your Brain: How the New Science of Neuroeconomics Can Help Make You Rich.

Why do our brains respond so powerfully to money?

Money taps into the most ancient and powerful emotions that the human brain can experience, and because of that I think a lot of people, when they are making financial decisions, really feel they are thinking and deliberating. What they don't realize a lot of the time is they are really deciding with their emotion.

I don't care what the studies say, I just know those fluorescent bulbs burn out faster in my house!

Posted by Orrin Judd at October 7, 2007 3:37 PM