Shuwa System Shinsha (Chiyoda-ku, Tokyo; Representative Director: Kengo Tsushima) will release its new book, 'The Cruel Truth about Money and the Brain,' on May 29, 2026.
Amidst rising prices caused by the deteriorating situation in Iran and growing anxiety over retirement funds, many people are engaging in saving and investment. However, despite their resolutions, many continue to overspend or suffer losses from buying high and panic-selling.
These failures are not issues of weak willpower or character, but are caused by the normal functions of the human brain. The modern capitalist society is filled with systems designed by marketing professionals who exploit these 'brain bugs' to extract money.
This book, written by a neurosurgeon, explains how our brains fall into these financial traps based on the latest neuroscientific insights. It identifies errors occurring in the brain during daily life—including spending, investing, and saving—and presents practical approaches to ensure automatic savings.
- The 'Free' Trap: MIT experiments have shown that 'free' situations severely distort decision-making. - Investment Pain: The pain of seeing unrealized losses is processed in the brain identically to physical pain. - Perception of the Future: The brain recognizes the 'elderly self' as a 'stranger,' making saving feel instinctively painful.
Alongside these cruel truths, the book presents 100 reversal methods that turn these brain quirks into advantages.
FACT BOX
- Source: PR TIMES
- Category: New Product