'Reading Adam Alter's book will change the way you look at our world.' -- Dan Ariely, author of Predictably Irrational 'The best science book I've read all year...really provocative.' -- Malcolm Gladwell New York Times 'I've read lots of books about how the brain can be tricked and how the things we think we see are not necessarily the things we are looking at. This is one of the best.' -- William Leith, Evening Standard " A fantastic introduction to the wealth of weird and wonderful psychology research that is out there." Focus magazine