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Choiceology Trailer


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You’re not as rational as you think. In this new podcast, bestselling author Dan Heath performs forensic analysis on decision making. You’ll hear real stories, learn from top experts, and witness informal experiments that demonstrate the mistakes we too often make.

Click to show the transcript

Decisions, decisions. You make them all the time. You weigh your options, look at the evidence, lean on your experience, and then ... you decide.

At least that’s how it’s supposed to work.

But it turns out that you’re not as rational as you think you are.  

I’m Dan Heath, host of the brand new show Choiceology—from Charles Schwab.

On this show we’re going to do forensic analysis on decisions. Decisions about fighting wars, running businesses, making love connections, saving money and fighting crime. We’ll show you the hidden psychological traps that disrupt your decisions.

Clip: There are certainly circumstances in which it’s ego-gratifying to believe that you’re good at something, or that you’re better than others.

Because if you can spot those traps coming, you can avoid some expensive mistakes.

On the show, you’ll hear stories about high-stakes decisions that changed the course of history— like the fateful error that one admiral made in a high-stakes World War II battle..

Clip: What was supposed to be a decisive victory has now turned into a cataclysmic defeat

You’ll hear about projects to help people make better choices: like shopkeepers in London who used graffiti and some cute neighborhood babies to help fight crime.

Clip: It’s cuing the presence of a human hand and is saying to people, “You’re welcome here, this is a good place.”

You’ll listen in on experiments that demonstrate some of the peculiar ways your brain deals with important choices, and not-so-important choices

Clip: how many of these crackers do you think you could eat? On your mark, get set, go!

How many so far?

Clip: None! (laugh)

And you’ll find out about the latest research in behavioral economics, from experts in the field.

Clip: OK, this is an emotion, but in terms of our financial health, we should try to avoid being sensitive to it.

Clip: Once you start activating those long-term goals, we are going to see an instant improvement in behavior.

The first episode of Choiceology arrives February 12th.

Find out more about the series at

Important Disclosures

All expressions of opinion are subject to change without notice in reaction to shifting market conditions. Data contained herein from third-party providers is obtained from what are considered reliable sources. However, its accuracy, completeness or reliability cannot be guaranteed.

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