August 16, 2013 at 01:30 AM EDT
Subliminal: How Your Unconscious Mind Rules Your Behavior
Did you know that investors prefer IPO stocks with pronounceable company names as opposed to unpronounceable names? They even prefer the pronounceable stocks even over a long term basis of six months or a year. You may not realize it but your investment decisions are controlled more by your unconscious than the conscious part of your brain. Leonard Mlodinow's latest book, Subliminal: How Your Unconscious Mind Rules Your Behavior , covers this and a lot more information about how our subliminal mind controls us. Just take a look at the book's cover. In almost clear ink, which can't be seen unless you tilt the book in the right direction under a light, it says "Pssst... Hey There. Yes, you sexy. Buy this book now. You know you want it." In addition to his humor, the book contains extensive intellectually insightful yet easy to understand material on how you make decisions, whether for investing, making a business decision, or your personal decisions. If you read The Drunkard's Walk , his previous book, you will certainly enjoy this one. Did you know that very sunny days in New York City can affect stock market, in addition to very cloudy days? The weather affects the unconscious mind of stock traders which affects their stock trading behavior. There are lots of interesting anecdotes that are backed by extensive research, which he covers quite well. The chapter called Self is fascinating. It is about over confidence, business execs who think their business will be more successful and competitors, investors who believe they can pick stocks better than they actually can, etc. If you wan't an intellectually stimulating book, read Subliminal: How Your Unconscious Mind Rules Your Behavior .
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