We deeply want to be led by people who know what they're doing and who don't have to think about it too much.

People tend to assess the relative importance of issues by the ease with which they are retrieved from memory—and this is largely determined by the extent of coverage in the media. Frequently mentioned topics populate the mind even as others slip away from awareness. In turn, what the media choose to report corresponds to their view of what is currently on the public’s mind. It is no accident that authoritarian regimes exert substantial pressure on independent media. Because public interest is most easily aroused by dramatic events and by celebrities, media feeding frenzies are common

You are more likely to learn something by finding surprises in your own behavior than by hearing surprising facts about people in general.

The average investor's return is significantly lower than market indices due primarily to market timing.

Nothing in life is quite as important as you think it is while you're thinking about it.

When people think of the outcomes of their decisions, they think much more short term than that. They think in terms of gains and losses.

This is the essence of intuitive heuristics: when faced with a difficult question, we often answer an easier one instead, usually without noticing the substitution.