WHAT WE VALUE

An award-winning University of Pennsylvania neuroscientist reveals the hidden calculations that shape our daily decisionsand how to make more fulfilling, impactful choices in our work, relationships, and lives.

Why is it so hard to stick with the choices we want to make? We decide to be healthier, but we snack all afternoon. We resolve to prioritize family time, but we end up working late into the evening. Change is hard - even when we really want, or need, to make it. In this book, award-winning brain researcher Emily Falk explores the cause of this dilemma - and how to overcome it. There is a disconnect between our biggest and most important goals and what our brains often prioritize in our daily decision- making. Learning to bridge this gap allows us to make different choices, and inspire others to do the same. Combining cutting- edge science with practical insight, this book shows how we can work more strategicallywiththe value calculations in our brains to embrace new activities and behaviors, connect more meaningfully with others, and become more effective and innovative leaders. This is a groundbreaking guide to finding new possibilities in our daily choices - and the lives we ultimately make with them. Emily Falk is a professor of communication, psychology, and marketing at the University of Pennsylvania, where she also directs the Communication Neuroscience Lab and serves as associate dean for research at the Annenberg School for Communication. Her work on the science of attitude and behavior change has been widely covered in the popular press and recognized with numerous awards, including early career awards from the Social & Affective Neuroscience Society and the Association for Psychological Science, the National Institute of Health Director's New Innovator Award, and more. She lives in Philadelphia.