.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Tuesday, May 24, 2005

Freakonomics: Taking Economics Where It's Never Gone Before

If you haven't heard the term before, Freakonomics is economics and social science put in a Cuisinart. It's also the title of a best-selling book by Steven D. Levitt and Stephen J. Dunbar. Dubbed "rouge" economists, Levitt and Dunbar ask and answer a variety of weighty questions, including "Do Sumo wrestlers cheat? Which is a whiter name for a girl, Molly or Holly? And what do crack gangs and McDonald's restaurants have in common?" Piqued your interest? You can order the book from their site.

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