What’s happening when you stand in the supermarket aisle and stare at the shelf full of options? It may not look like there’s much going on from the outside, but inside there’s a war of networks raging. How is your brain’s decision-making influenced by price, emotions, and your group of friends? How would you choose between a nice candle and a chocolate bar in the shape of a computer keyboard? And what does any of this have to do with Starbucks or Tiger Woods or Burger King?
"David Eagleman is the kind of guy who really does make being a neuroscientist look like fun."
- New York Times
"Eagleman has a talent for testing the untestable, for taking seemingly sophomoric notions and using them to nail down the slippery stuff of consciousness."
- The New Yorker
"[A] neuroscientist and polymath."
- Wall Street Journal
"What Eagleman seems to be calling for is a new Enlightenment."
- Sunday Herald
"David Eagleman may be the best combination of scientist and fiction-writer alive."
- Stewart Brand
"David Eagleman offers startling lessons.... His method is to ask us to cast off our lazy commonplace assumptions.
- The Guardian
"A popularizer of impressive gusto...[Eagleman] aims, grandly, to do for the study of the mind what Copernicus did for the study of the stars."
- New York Observer
