Richard L. Peterson

This weighty tome covers all of the latest research in neurofinance, from the biochemistry of the brain to the behavioral economics studies by Dan Ariely. It's not a page turner, but does read easily and makes it easy to find specific topics of interest. Key points include: you need feelings to correctly interpret risk, some of these psychological effects are reduced if consciously examined, a Warren Buffet quote made at the age of 21 (Be fearful when others are greedy. Be greedy when others show more are fearful.), victory/Nobel/CEO disease, 4 drivers of success (personality style, cognitive faculties, emotional intelligence, conditioning), the big 5 personality traits (neuroticism, openness, extraversion, conscientiousness, agreeableness), people follow what they can process (stocks with clever names appreciated nearly twice as much as others). show less