Goodreads asked Michael Taillard:

Where did you get the idea for your most recent book?

Michael Taillard It was mostly inspired by the research of Gonzalez et al. in 2005. A study on the nature of perception utilizing fMRI scans. They used perceptions of risk and reward, which are both things that economists and financiers have already studied and quantified like crazy for centuries. So, I wrote about behavioral finance as applied to investing markets, which was very much my PhD dissertation, anyway. Then, in Chapter 7, I reversed the paradigm and used financial metrics to measure and address issues in human behavior.

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