Contents
Acknowledgments
Section I
Think Better
Chapter 1
Introduction
Chapter 2
Marketing as a Science
Chapter 3
Correlation and Causation
Chapter 4
What Is a Concept?
Chapter 5
David Hume
Chapter 6
The Double Jeopardy Law
Chapter 7
Behavioral Economics
Chapter 8
The Five Whys
Section II
Cognitive Biases and Their Importance
Chapter 9
Chapter 10
What They Are and Why They’re Important
Chapter 11
Science: A Tool for Reducing the Systematic Errors Caused By Cognitive Biases
Chapter 12
What Makes Science Special
Chapter 13
Confirmation Bias and the Evolution of Reason
Chapter 14
Epistemic Humility
Section III
Conclusions
Chapter 15
Summary
Chapter 16
Additional Readings
Notes
References
Index
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