Michael J. Mauboussin
Dissection of the decision process
Strolling down a supermarket aisle, you see a display of French and German wines, roughly matched for price and quality. After some quick comparisons, you place a German wine in your cart, and continue shopping. Michael J. Mauboussin paints this scenario in Think Twice: Harnessing the power of counterintuition (Harvard), and continues the story after you check out.