Premise: the human mind is not an image of God, but due to the irrationality and limited behaviorial models, it is a mess that satisfizes rather than optimizes. This book is the behavioral model explained from the psychology perspective, with the same set of ideas and social experiments.

Barry Schwartz's 2004 title on why more is less: zooming into the particular topic of an over-abundance of choices actually leads consumers to confusion, instead of freedom of choice.  The book deals in detail with the application of prospect theory on this topic, and goes in great description of what behavioral science has found out.  

The first 6 chapters: can be speed-read. Good illustration of prospect theory, but not other topics of behavioral science.  Chapters 7-10 provides unique insights, on the role of regret and adaptation, that makes this book a gem.  I will take detailed notes on these chapters.

Perfect supplementary material to Kevin Hogan's Science of Influence.  This book provides the details of what prevents people from choosing and deciding, while the book on influence shows what to do to make people feel good and go ahead with the decision.